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Brand Identity and Tone of Voice – Pat and Stick’s Homemade Ice Cream Co.

We’ve been working with Pat and Stick’s since the beginning, when its two founders had just swapped their full-time corporate jobs for this round-the-clock gig: churning ice cream by hand to produce their peerless ice cream sandwiches.

The client’s clear vision for the growth of their brand gave it a strong back story – a premium product with an irreverent edge. Pat and Stick’s is high in quality, but doesn’t take itself too seriously. This strategy has driven our creative approach for over a decade, across an ever-expending range of materials: from tone of voice to campaign lines and new product development.

First there was the core packaging and point-of-sale materials, including market umbrellas and their now-famous branded freezers. Then packaging for their ice cream tubs and frozen Fruit Pops. Corporate investor materials. Pop-up store signage and graphics. Colour-coding for the iconic ice cream sandwiches. Tone of voice and content strategy for social media. More signage, menus and point-of-sale.

And most recently the mobile-responsive website, which is geared to help Pat and Stick’s fans find their nearest retail outlet, but also tells the provenance of the brand in more detail. (The site was built by ace developer Andrew Wills, by the way).


Ice cream tubs created as part of the ongoing Pat and Stick's brand development

Pat and Stick's frozen Fruit Pops, part of the ongoing brand development

Pat and Stick's Takashimaya Singapore pop-up

Pat and Stick's Ice Cream sandwiches at the Singapore pop-up store