Project Description

Alden’s Organic Ice Cream

Remove the founding family from the brand while keeping the namesake intact.

Challenge: How do you take an old fashioned, family-owned, deep-rooted, we’ve-always-done-it-this-way brand and convert it to a mainstream, commercially viable brand with strong values?

Despite being one of the first organic ice creams made at-scale, Alden’s had little-to-no brand awareness outside of the narrowest of Conscious Consumers who frequent the Natural Foods channel.

Strategy: First, we needed to get credit for being organic. Second, we emphasized that Alden’s is a family brand, creating family friendly flavors and wearing its family values on its sleeve.

Result: Alden’s is enjoying increased national distribution in the Natural Grocery channel and quick adoption and sell-through in the Conventional Grocery channel.

Scope of work
  • Brand Strategy
  • Packaging System
  • Website
  • Integrated Marketing
  • Photographic Art Direction
  • Tradeshow Experience
  • Brand Bible