Cultivating brand potential


Keeping cool with icelolly

Posted by: Jo Briton

Categories: Branding,

Tue, 12 Aug 2014

This new branding for holiday price comparison website Icelolly creates a fun, contemporary and colourful identity.

The Leeds-based travel company, founded in 2005 and which today employs more than 60 staff, will from now on be known only as Icelolly, after deciding to park the ‘.com’ from its original brand name.

L&CO were appointed by research and insight group Promise after their customer insight project showed change was required.

It was felt the existing Icelolly brand looked homemade, dated and busy.

The new identity is based on the positioning ‘inspiring holiday deals’, and uses an ice-lolly image as a window to show holiday imagery. I really like the imagery used and the bold, vibrant colours.

The website which was developed with the in-house team at Icelolly, and its first iteration launched beginning of July. An advertising campaign using the new look is set to launch next week.

A radio campaign has also been lined up with Heart FM, with Gavin & Stacey star actress Joanna Page recruited to complete the voiceover.

Source: Design Week