FDBusiness.com

Premier Foods owned Ambrosia has unveiled its latest addition to its family – “Ambrosia Frozen Custard.” Scheduled to hit the shelves later this week, the brand identity has been developed by award-winning strategic branding consultancy, Coley Porter Bell.

Coley Porter Bell was briefed to create an identity and packaging concept that clearly differentiates the brand from similar products such as ice-cream and frozen yogurt.

The agency has developed a new identity that supports the brand’s proposition – a simple, delightful treat for every-day pleasure. The name of the product ‘Frozen Custard’ has been displayed using a vintage-style font – which sets it apart from its Ambrosia custard range. The new branding is contemporary, eye-catching, and easy to find on shelf, it features colourful bunting on the lid denoting it’s a fun and vibrant brand.

Whilst maintaining a clear connection to the Ambrosia brand, Coley Porter Bell introduced clear colour navigation across the range making it easier to identify the different flavours including Vanilla, Vanilla with Strawberry Marble and Vanilla with Chunky Fudge.

Jen Gold, Senior Designer, Coley Porter Bell, commented on the design: “Ambrosia tasked us with creating a design that would bring joy and delight to a new category of frozen custard. Our design uses characterful typography, on a back drop of smooth creamy custard – fun and delicious!”

Kerry Doble, Innovation Controller at Premier Foods, added: “Frozen custard is popular in the US and has started to trickle into London via US fast-food chains. Ambrosia has the opportunity to take the lead and champion this category in the UK. Coley Porter Bell has clearly captured the fun and vibrant personality of the new range in their design.”

Ambrosia is a brand of food products in the United Kingdom. Its original product was a dried milk powder for infants, but it is now mostly known for its custard and rice pudding.