following a recent name transformation, taxi studio, which is a design agency, has developed a new illustrative and typographic treatment for harriet wilson&rsquos ice cream brand jolly nice. harriet wilson is a gloucestershirebased entrepreneur. the revamp is for positioning the product in a direct competition with more wellknown luxury ice cream brands. taxi studio was in charge of complete brand strategy that included naming, packaging design, positioning, the visual identity, tone of voice and copywriting. spencer buck is the creative director at taxi studio. spencer mentioned that harriet wilson is a genius. along with making ice cream, which can only be described as the world&rsquos most luscious ice cream, she also realized that, without powerful packaging, she may not fulfill her objective to become the coolest ice cream brand of the world. casey sampson is the senior designer at taxi studio. casey said that they proposed the name &lsquojolly nice&rsquo because that exactly represents what harriet is. her persona is built into the products from a branding perspective is a big dream. the name led to an amazing set of stories, one for every product, each related to her pursuit of deliciousness and perfection, casey said. casey further mentioned that lindsay camp gave the stories each version providing a glance into the world of harriet in a charmingly witty and pleasant way. each story is ended with &lsquo...which was jolly nice&rsquo, building a neat link back to the brand. the beautiful illustrations are produced by geoffrey appleton that brings each story to life. source of information httpbpando.org20120906packaginginbriefharrietsjollynice
