Smart Warehouse RetrofitIce lollies are supposed to be fun. But that doesn't mean the copy has to be childish. When London-based Ice Kitchen was preparing for a move into M&S, the challenge was to give its brand messaging a more sophisticated edge without losing the playfulness that made it distinctive. My job was to bring a little more elegance and maturity to the words, celebrating the ingredients, flavours and craftsmanship behind the products while helping the brand look and sound at home on the shelves of a premium retailer.
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Ice Kitchen’s Challenge
At the end of 2017, London startup Ice Kitchen was in talks with high-end supermarket giant Marks and Spencer. The plan was to launch the following summer in M&S stores around the UK.
However, Ice Kitchen’s brand voice needed updating, particularly as the new product range was set to include adult-only, alcoholic lollies.
As a small startup, the team’s time and energy was mostly spent on creating new flavours, manufacturing, sales and distribution.
Building Possibility Together
Finding the balance between fun and sophistication
I was tasked with writing product descriptions for the new range that would appeal to M&S customers on the hunt for quality, luxury and something a little different.
Combining personality with substance
But at the same time, we couldn’t afford to lose sight of what had got Ice Kitchen to this point in the first place: Handmade, artisan desserts with unique flavour combinations.