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Frosty Boy Soft Serve:
Refreshing an icon.

THE BACKGROUND

Frosty Boy has been synonymous with Soft Serve in Australia since the 1970’s. But in order to revitalise its image, and to make the brand more relevant to growing overseas markets we were tasked with refreshing an icon.

THE OPPORTUNITY

We needed to update the core elements without losing the charm and youthful exuberance of the brand. What were the must-keeps and where did we have room to move?

THE STRATEGY

For the young & young at heart, Frosty Boy soft serve is… 

  • HAPPY MEMORIES
  • A MOMENT OF CONNECTION
  • INNOCENCE
  • AN ICONIC FAVOURITE
  • A SIMPLE PLEASURE
  • SMOOTH AND CREAMY

We summed up these attributes into a Brand Platform of:

Pure Happiness.

THE CREATIVE IDEA

Our refreshed icon stays true to the heritage of the brand while positioning us nicely for the future.

The colours have been updated to have more of a modern feel, and our wordmark bursts with fun and energy.

A range of refreshed brand assets provides a consistency in look and tone that will be crucial in our local relaunch and global opportunities.

THE NEXT

With the logo, character design and brand assets now in place, Frosty Boy will soon begin running new communications targeting the young and the young at heart.

FINAL DELIVERABLES

  • Brand strategy
  • Brand design guidelines and tone of voice development
  • Brand positioning and purpose

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