Pat and Stick’s Ice Cream Co is arguably Australia’s greatest maker of the old-school ice cream sandwich. Since launching in 2004, their brand platform has always been about quality and realness, led by the then-tagline: ‘Authenticity in Every Mouthful’. This was one reason why Pat and Stick’s helped redefine the market for deluxe impulse ice creams, one freezer at a time, in gourmet retailers across the country.
Fast-forward almost 15 years, and the single-serve ice cream market has transformed. More boutique competitors fill more niches that didn’t exist then, and several big-name brands have muscled in on the ice cream sandwich territory. (Although if you’ve tried any, you’ll agree they are awful).
At the same time, we are seeing the worldwide rise of the experiential brand. Customers care as much about a brand’s backstory as they do about its qualities.
We were delighted for the opportunity to refresh the brand we had built up over so many years, and which now included so many new products and customer touchpoints.