AKRON – Out with the old, in with the new.
Perry’s Ice Cream Company is embarking on its first “brand identity refresh” in 12 years, with new packaging, a new Web site design and marketing campaign.
Fueled by growth under the leadership of the fourth generation the Perry’s brand team laid out plans internally for a successful entry into the new decade (and its second century in business) while publicly celebrating its 100th anniversary in 2018.
Annual sales are expected to rise to a record $140 million by the end of 2020, up from $100 million in 2018.
The company partnered with Buffalo-based agency, The Martin Group to conduct consumer research and develop strategic brand messaging to evolve and elevate the brand.
“We make great ice cream for everyone and research confirmed, Perry’s continues to have a strong loyal following in our markets but we did not stop there,” said Gayle Perry Denning, vice president of strategic branding and sustainability. “We also studied ice cream category, trends, competitive brands and generational trends in an effort to know how best to stay relevant with existing consumers and attract new consumers in new markets and how younger generations will interact with the Perry’s brand.”
The brand identity comes to life with a 2020 integrated marketing campaign and website re-design. A prominent piece of the evolution also includes a new packaging design, now shipping into stores. In partnership with Rochester-based design firm, Geyser Design, the identity features a modern approach to unify packaging across its portfolio while playing up the fun with its varied flavor color palette and mini “brand stories” to capture the joy of each ice cream moment shared on the side panel.
“The Perry’s brand embodies the happiness that naturally comes with enjoying our products along with a slightly unexpected playful side,” said Nichole Buryta, brand manager. “Our 100-year-old brand relays trust and provides comfort while having a sense of humor when it comes to all of life’s moments. This drives a deeper sense of connection with all consumers regardless of age or status.”
Perry’s iconic red crest logo and primary black background remain consistent while the ribbons around flavor names have been removed and replaced with brand mark stamps to enhance the pop of new fonts. Custom photography for each flavor accompanies the packaging to modernize the look of traditional product shots.
Perry’s anticipates the majority of the packaging roll out to be completed this spring with its product launches, including innovations for a premium family size sundae cake inspired line and caffeinated line of Barista Bar™ retail novelties.
Perry’s point of sale signage, truck graphics and freezers will also feature the new look.