Mission
Lindy’s had lost sales for several years to a similar but better funded Italian Ice competitor Luigi’s. New ownership was looking to reverse course and drive new growth and brand presence at the shelf.
Strategy
Our strategy was to “de-commodify” the category by introducing a compelling, story-driven brand in the Frozen Novelty space. Research identified that Italian Ice had high consumer appeal that was typically connected to the festivals and beaches of vacations past. We recreated that spirit in a dynamic and more premium brand identity, packaging and communications.
What we did
Consumer Insights / Brand Design / Brand Language / Packaging Design / Brand Identity Guide / Website Design
Results
+72% DOORS OF RETAIL DISTRIBUTION
BRAND COMMANDS
30% PRICE PREMIUM
