Case
Study
Mullins Ice Cream
A new brand and redesigned packaging boost supermarket sales
Mullins Ice Cream
- Country
- Northern Ireland
- Business type
- Food SME
- Investment
- <€100,000
- Time
- 4 months
- Design support
- Invest NI
- Designer
- Hamill Bosket
Background
Founded in 1954 by Walter and
Margaret Mullin, Mullins
is a family run ice cream
company based in the village
of Kilrea, Northern Ireland.
From humble beginnings
their dairy ice cream business
has grown dramatically
over the last 60 years – now
served in more than 50 ice
cream parlours across the
country and stocked by major
supermarkets including Tesco,
Sainsbury’s and ASDA.
In spite of this success, the
company felt there was
still potential to increase
sales, particularly in
retail settings. They had a very
high quality product
which they felt would benefit
from a brand and packaging
that better reflected this.
Crucially the market they
were in was extremely crowded,
their product blended in
with the competition and simply
didn’t stand out on
supermarket shelves.
There was no standout ice cream in our market and we wanted to become the number one.
How design helped
Mullins began by attending a
free design clinic run
by Invest NI, Northern
Ireland’s business
development
agency. These clinics offer
free design advice to any
business considering a new
design project.
For Mullins, and many other
firms, this clinic was a
gateway to Invest NI’s
Design Development Programme
which offers specialist
consultancy for businesses
using design. Working with a
consultant the programme
helped Mullins define the
scope of the project and
write a brief – it then
helped them choose the right
agency to carry out the
work.
As a result of the
programme, Mullins hired
branding
consultants Hamill Bosket.
They briefed them to
evaluate the brand as it
stood, then develop an
authentic identity and
packaging concept that would
set them apart from other
ice cream brands.
As ice cream connoisseurs, how could we refuse? We particularly enjoyed the research on this project.
Hamill Bosket developed a new visual identity for Mullins, this gave them a uniquely recognisable logo for the first time which could be applied everywhere from ice cream tubs to the signage of the parlours. They also devised a beautiful candy stripe colour scheme for the packaging which could be adapted for different flavours, but maintained a recognisable overall look for the brand.
Outcome
-
2X product stockists
-
1,000% sales increase at Tesco supermarkets
-
1st in Sainsbury’s regional awards for packaging
Hamill Bosket’s logo and packaging design was rolled out across Mullins entire product line and their network of more than 50 ice cream parlours. The impact of the work was immediately apparent in the sales figures – supermarket chain Tesco reported a 1,000% increase in ice cream sold, as a result Mullins is now stocked in twice as many locations across the country.
Sales
Manager
Peter
Lynn
explains
the
difference
design
made to
Mullins
Sales Manager Peter Lynn explains the difference design made to Mullins
The impact of design has gone well beyond the packaging, the company now appreciate the value of design to their overall business strategy. Design helps ensure they make an impact at trade shows and exhibitions, and design methods are even used to create new product flavours.
We use design in the business every day now, design is very very important to get the message across to our customers, and we intend keep doing that.
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