Are The Icecreamists really that cool?
04th September
Fancy new brand The Icecreamists is a kind of decadent-rock-and-roll-sexed-up-adult ice cream which presumably is not designed to be sold out of a Mr Whippy van (although looking at the naughty publicity pictures, perhaps the name Whippy would fit very well). Actually, it’s initially getting sold through Selfridges, as all such brands tend to be. The imagery is arresting (though one wonders if they are paying Sex Pistols designer Jamie Reid a royalty). But the Icecreamists give the impression of being rather pleased with their rebellious streak, and for a brand setting itself up as a bit outré, a little by-the-numbers: pouting dominatrixes on the run from an Agent Provocateur shoot? Check. Ice cream as a gateway to sensuality (Tm Haagen Dazs circa 1990)? Check. Lots of black for premium cues? Check, etc. etc.
For PR such product launches are presumably manna from heaven (Viagra as an ingredient for example), but as a general category, I can’t help wondering if the super-luxury vibe is starting to feel a little predictable? Still, if this sounds a little gloomy, here are some nice pictures of the aforementioned Mr Whippy van to cheer you up…
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Stebbsy 9 Cones
September 14, 2009 7:26 pm
If only my 1983 ice cream van was like that..!
Matt O' Connor
October 4, 2009 6:06 pm
Obviously not been there! Freshly made boutique ice cream? That’s new for a brand. Subversive political sub text? Missed this completely. That’s new for a brand. The only thing by numbers is a review conducted via the internet and not the reality.
Silas Amos
October 5, 2009 12:24 pm
Sorry that my opinions annoyed Matt, and I sympathise that internet sourced facts being used without all the context fully understood can be irritating. As you can see the post went up on Sept. 4th, (Selfridges itself didn’t announce it online until the 10th) and was a reaction to your PR rather than the experience itself. I have not had a chance to go along myself subsequently. So I might still be missing something. But is freshly made boutique ice cream significantly different from say freshly made Devon ice cream sold in a Devon ice cream parlour? (apart from the boutique bit obviously). And what’s the subversive political sub text that I missed? I assume it’s more than the soft-core photography or using the Queen?(eg. referencing a vintage Pistols graphic?) I can think of a few other brands that have been subversive and political before the Icecreamists – Dum Gum (with its Dubya graphics), Absolut No Label or Ben and Jerry’s Vermont gay marriage limited edition all spring to mind as quite political. Howies is a brand that seems to be built on its subversive politics. So its an intersting approach, but arguably not new. Sorry, I’m not trying to pick an argument, but I didn’t feel like this was quite so dazzlingly unlike anything that had ever gone before as you do. But it’s a fair point to say don’t knock it till you’ve tried it, so when I get a chance I will.
Matt O' Connor
October 5, 2009 8:53 pm
Hi Silas, Devon ice cream??? Fuck me. This is rooted in freshly made artisans gelato from Italy. Subversive, political ice cream? Oh yeah, mark Ben & Jerry’s now owned by Unilever. What a challenger brand they have turned out to be. Read the web site at least to understand the difference and the philosophy behind the brand and the people behind it. Finally, we never said we were dazzling – others did. What we did was honest and true to ourselves and our history with an homage there and a nod here. If this is the level on research JKR do, god help us.
Silas Amos
October 6, 2009 9:53 am
Hmmm, not really up for handbags at dawn, but to give you the courtesy of a reply – again, the post was not about your product, it was about the brands identity and visual communication. It was also written based on my response to your PR, not the Selfridges store which had yet to open – it was not intended to be a deep piece, it was an opinion on the self evident attributes of your graphics. Sorry if you don’t like that opinion, but I guess you can’t please all the people all the time. As you requested I went online and read your brand manifesto ( http://www.theicecreamists.com/#/LICENCED%20TO%20CHILL/OUR%20MANIFESTO). I’ve included the link so anyone who is fussed can read it for themselves and draw their own conclusions – it has not, I have to say, particularly changed my own view. I think you want me to see a difference between this manifesto and your competition, but I am sorry, it does not read as something with genuine political depth to me. It seems you are angry that I have put an opinion online based not on deep research but rather an impression I get of your brand. But my point was just that – “this is the impression I got from the Icecreamists PR and identity”. The blog is about design, not ice cream. PR is a tangible manifestation of a brand, so I think fair game for comment without devoting a day to deep research. As for the Devon comment, I was being facetious – It’s clear your products and wrapping are a world away, I was just suggesting that you are, essentially, in the same category – fresh Ice cream. Anyway, don’t want to wind you up anymore than I have – I guess the best brands provoke reactions, so on that level perhaps one has to take the rough with the smooth? One thing I would add is that since writing this post which was a bit high handed I have scolded myself for a slightly arrogant tone, and am endevouring to focus on things I feel more positive about. Best of luck with the venture – shall we both move on?
Zorch
October 7, 2009 2:41 pm
“an homage there and a nod here”? Come off it. I have no major problem with the ‘God save the cream’ line, though it makes me cringe in the same sad way as when I saw Johnny Rotten (as was) selling butter and Iggy Pop selling insurance or whatever it bloody was (I closed my eyes and ears to whole sorry advert), but the Queen with blacked out eyes and Union Jack background is utter, bare faced plagerism – at least be “honest and true to yourself” and admit that one. It’s good design, but it’s a SWINDLE. Sid must be spinning in his grave over this one….
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