From pints of ice cream to tractor-trailer freezer trucks, Perry’s Ice Cream is rebranding.
The company, based in Akron, Erie County, has redesigned its packages and other materials to lure younger customers to the brand. The new look is the first rebranding in 13 years, and is rolling out with current shipments of ice cream. The company’s website shows the new branding, which will also be on sidewalk vendor carts and physical advertising materials available for shops.
Perry’s customers may recall a black background on Perry’s packaging and that will remain along with a Perry’s logo in a red crest in the upper left corner of family-size containers of ice cream.
“We traditionally have had our flavor names in a boldly colored ribbon on the packaging,” said Marisa Wilson, a spokeswoman for the company. Customers, when scanning for their favorite flavors, might have seen the ribbon first and not noticed the Perry’s brand.
With the ribbon gone, the black of the packaging seems to stand out more too.
“We have longevity and brand equity in black,” Wilson said, so the color of the package and the logo were kept. “We wanted to make sure in modernizing the packaging that we didn’t lose our customers and consumers that love Perry’s.”
New packages feature a contrasting color for each flavor – bright green for Grasshopper, for instance – and a photo of the ice cream. The color theme appears in the san-serif lettering naming the flavor as well as in scrolls, leaves, hearts, berries or other doodles behind the name. Pint containers also feature the color theme on the overhanging lip of the package’s lid.
“The Perry’s brand embodies the happiness that naturally comes with enjoying our products along with a slightly unexpected playful side,” said Nichole Buryta, brand manager. “Our 100-year-old brand relays trust and provides comfort while having a sense of humor when it comes to all of life’s moments. This drives a deeper sense of connection with all consumers regardless of age or status.”
Perry’s worked with Buffalo-based The Martin Group to research customer preferences before engaging a designer.
“Research confirmed Perry’s continues to have a strong, loyal following in our markets, but we did not stop there,” said Gayle Perry Denning, vice president of strategic branding and sustainability. “We also studied ice cream category, trends, competitive brands and generational trends in an effort to know how best to stay relevant with existing consumers and attract new consumers in new markets and how younger generations will interact with the Perry’s brand.”
Wilson said the company wants to retain its most loyal customers in the Buffalo to Syracuse area. “The company is 102 years old this year and distributes over much of the Northeast and mid-Atlantic region, thanks to its own distribution network and Wegmans, which carries the brand chain-wide.
“Even though we’re 102 years old, we don’t have to look like that,” Wilson said.
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