Specialist dessert parlours are a growing trend on our High Streets. Creams was one of the first and most popular. Being at the forefront led to brazen imitation by would-be competitors and Creams’ distinct purple look was quickly adopted by a number of other desserts brands. Creams asked us to refresh their identity and generate a new visual style that would set them apart from their imitators.
COPYWRITING / digital / identity / illustration / INTERIOR / PACKAGING / PHOTOGRAPHY / print / food and drink
To allow a gradual introduction of the new identity across Creams’ franchised outlets, the changes to the logo couldn’t be too radical – but enough to improve brand name stand out wherever it was applied. We rebalanced the hierarchy of the various elements of the logo to strengthen clarity: the Creams signature was redrawn and simplified to make it bolder and more legible, while the size and weight of the surrounding text and keylines were significantly reduced. The Creams’ colours were refreshed with warmer versions and new typefaces introduced.
Creams menu wasn’t user-friendly. It was big and cumbersome, predominantly black with white text reversed out and the layout was cluttered and confusing. We made the format more manageable and grouped dishes in clearly defined sections with a focus on inventing your own dessert. A vivid illustration in a pop art style was created to make the cover appealing and very different from competitors. Inside, the cream background made the dish descriptions and new section icons clear and legible. We re-named many of the desserts and re-wrote all the descriptions.
For the Kids’ menu we introduced a space theme and created a cast of kid-friendly characters.
“Mascot quickly grasped the nature of Creams, identified what was missing and created a relevant visual style and tone of voice that gave the brand the unique personality it desperately needed.”
— Handley Amos, CEO
It was important that Creams desserts looked stunning when photographed – not just good enough to eat but a feast for the imagination. We conceived original ideas and planned shots before commissioning and directing an expert food photographer and stylist to create vivid works of art. Equal care and attention to every indulgent detail was taken when individually cataloguing each dish on the extensive menu.
A commitment to black and purple had made Creams cafés recognisable but the interiors were bland, lacked personality and simply didn’t live up to the exciting, indulgent experience Creams delivers.
To fit with Creams’ newly defined values, an injection of fun, edgy cool was required. We proposed a theme of popular street culture to bring new cafés to life and to rejuvenate existing ones. A collection of specially illustrated skate boards and t-shirts were designed to adorn walls further brightened with stencilled graffiti-style messages and razzle dazzle wallpapers. An eclectic mix of block posters added sparks of colourful character.
We wanted to give Creams staff uniforms they’d be happy to wear: contemporary, stylish and with discreet branding.
We made an asset of the refreshed Creams purple by applying it liberally to gelato tubs and other packaging. Personality was added with short and sweet copy lines.
Creams website was soulless and focused on franchisees rather than customers. We totally revamped it with all the colour and exuberence of the rejuvenated cafés and ensured it was targetted at customers. We commissioned and directed lip-smacking food photography to give the menu sections real allure.
We instigated a graphic system to be applied and adapted to any size and format to achieve consistency across all marketing campaigns: A-boards, posters, table talkers, specials menus – the whole shebang.