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Jolly Nice designed by Taxi Studio

Packaging with typographic and illustrative detail for ice cream brand Harriet's Jolly Nice designed by Taxi Studio

Following a recent name change, design agency Taxi Studio has developed a new typographic and illustrative treatment for Gloucestershire-based entrepreneur Harriet Wilson’s ice cream brand Jolly Nice with the intention of positioning the product in direct competion with more established luxury ice cream brands. Taxi Studio was responsible for complete brand strategy which included positioning, naming, tone of voice, packaging design, the visual identity and copywriting.

Packaging with typographic and illustrative detail for ice cream brand Harriet's Jolly Nice designed by Taxi Studio

“Spencer Buck, Creative Director at Taxi Studio said: “Harriet Wilson is a genius. Not only does she make what can only be described as the world’s most delicious ice cream, she also understood that without powerful packaging, she might not fulfill her ambition to become the world’s coolest ice cream brand.” 

“Casey Sampson, Senior Designer at Taxi Studio said: “We proposed the name ‘Jolly Nice’, because that’s what Harriet is. Her personality is built into the products, which from a branding perspective is a dream. The name led to a wonderful set of stories, one for each product, each relevant to her pursuit of perfection and deliciousness.”

“Lindsay Camp provided the stories; each version providing a glimpse into the world of Harriet in a delightfully witty and charming way. Every story is signed off with ‘…which was jolly nice’, creating a neat link back to the brand. Geoffrey Appleton created the beautiful illustrations that bring each story to life.”

Via The Drum

Packaging with typographic and illustrative detail for ice cream brand Harriet's Jolly Nice designed by Taxi Studio

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Packaging with typographic and illustrative detail for ice cream brand Harriet's Jolly Nice designed by Taxi Studio

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