TITLE:
Ben & Jerry’s
Sundaes in the Park 2024
REGION:
UK
ROLES:
Brand Identity
Layout Design
Illustration
Custom Typography
Art Direction for Agency Partners
Sundae Expert
PHOTOGRAPHY BELOW:
Hannah Burton Photo
Ben & Jerry’s Sundaes Festival returned for another amazing event in July 2024! Sundaes in the Park took place at the unique Chiswick House & Gardens in London with a line up of live music from the summer’s coolest artists, a cabaret stage, and unlimited ice cream ALL DAY. We raised £48,000 from ticket sales, all of which was donated to support our charity partners advocating for refugee rights.
During the event, fans had the opportunity to learn about our charity partners advocating for refugee rights while getting crafty with kite making, joining social mission centered workshops, and participating in community driven activities. Fans engaged in DIY s’more making on an open campfire for a taste of the iconic American treat that inspired our NEWEST Sundae flavors, Marshmallow & S’more and Oat of this Swirled.
This branding not only served as the key artwork for this year's festival but also established the distinctive brand assets for future Sundaes festivals in the years to come.
THE CREATIVE PROCESS:
The festival poster was a pivotal element of the brand identity rollout, requiring multiple rounds of revisions and ideation. I collaborated closely with our global marketing teams to meticulously review and refine each iteration, ensuring the final artwork met our brand aesthetic and standards.
One of the primary challenges was to clearly represent the venue while maintaining the Ben & Jerry’s brand aesthetic. This needed to be accomplished without overcrowding the layout or overpowering the textual elements. Throughout the revision stages, I focused on decluttering the composition by highlighting distinctive brand elements, achieving a balance between visual appeal and functionality.
The circular logo pays homage to our classic pint lid, while a pastel palette helped generate an inviting, retro feel. Hand-drawn illustrations of the iconic Chiswick House set the unmistakable landscape for the event's geographical location. Sundae illustrations are placed throughout the identity, bringing a celebratory buzz to the incredible frozen dessert we all love… I did mention there was free unlimited ice cream served ALL day, didn’t I?
THE DELICIOUS RESULTS:
