A month from now, the DeLuxe Ice Cream you know and love will look a little different in your grocer’s freezer.
After more than 40 years utilizing the same imagery and logos for its signature products, historic Mooresville Ice Cream Co. has officially unveiled new branding for its tasty treats.
“We wanted to put something on the shelves that not only our local customers could recognize, but could bring attention to a locally-produced ice cream that people might not have heard of yet,” said Brett French, general manager of Mooresville Ice Cream Co.
The new image, noted French, connects the locally-made products to “the roots of the dairy business in Iredell County.” He said the package’s farm setting – with bright, vivid colors – also symbolizes the relationship Mooresville Ice Cream Co. has maintained with area farmers since its beginning in 1924.
“This reminds people that ice cream is a farm-fresh dairy product,” French added, mentioning that the new images will hopefully better catch the eyes of those shoppers unfamiliar with DeLuxe Ice Cream.
“It is our hope that this is a continuation of wanting to take a brand that is very well-established and try to bring it into a contemporary perspective,” he said, noting a hope among the new owners to expand the product’s sales region into other states. This, he said, is a goal for the company over the next 12 to 18 months.
“We wanted to create a balance between the core customers, which have been the life blood for 86 years, and new customers. We wanted to keep existing customers happy, but hopefully bring attention to the product for new customers.”
Aside from new branding, Mooresville Ice Cream Co. will forego the plastic containers the company has used for decades and begin packaging their products in paper containers. French said that decision was made for several reasons.
“We’re trying to be eco-friendly as possible. Plastic is unfortunately something that hangs around for a long time,” he said, also noting that paper was both more cost-efficient and necessary for the transfer of their new marketing images.
The branding makeover comes a year after the downtown Mooresville company changed ownership – from the Millsaps family which started production 86 years ago to a partnership between Stamey Farms of Statesville and an Ecuadorean family. It was shortly after the new hands took over operations that discussion began surrounding a revamping to the marketing image.
French said Mooresville Ice Cream Co. worked with Asen Advertising & Marketing, Inc. of Tennessee -- an agency with experience in ice-cream branding – to finalize new packaging in late May. The first product samples arrives fresh from the presses just more than one week ago and will be ready for shelves and freezers in approximately one month.
“We’re hoping that over the next 30 days to have the complete transition of our plastic containers into this new high-imagery paper container.”
Despite changes to DeLuxe Ice Cream’s packages, French said consumers can always expect the same flavors – from chocolate and vanilla to chocolate walnut mallow and peanut butter cup fudge – the company has been churning since 1924.
“Any changes we’ve made have always kept in mind that we want to make sure the public still knows we haven’t changed any recipes,” he added. “Packaging doesn’t mean anything has changed inside. We’ve maintained the tradition.”
For more information on Mooresville Ice Cream Co. and DeLuxe Ice Cream, visit www.deluxe1924.com
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