(Est. 2002) “Jeni’s Splendid Ice Creams is dedicated to making better ice creams. Founded by Jeni Britton Bauer in 2002 in Columbus, Ohio, we build flavor, texture, and body from the ground up with grass-grazed milk and carefully sourced ingredients from around the world that we chop, tear, boil, peel, pipe, dollop, blowtorch, blend, bake, and pulverize in our own kitchens. We buy ingredients directly from those who grow or produce them — at a fair price — and are always working to reduce our impact on the environment. With 20 scoop shops, an online shop at jenis.com, and 1,700+ grocery-store partners across the country, we are a growing force for good.”
Jeni's new pint design focuses on clarity; It's the cleanest, simplest expression of their character to date. Inspired by early- to mid-century, mid-American style, they've kept the brand's signature Pantone 172, a juicy orange contrasted on a stark white background. They also stripped away superfluous design elements and put the name of each flavor front and center, as large as possible. This new, clean layout makes room for unique artwork for limited-edition collections—something they weren't able to accomplish in the past.
Jeni's removed flavor description and increased the font of the ingredient list, encouraging consumers to read every ingredient. The simplicity of the redesign is intended to encourage folks to focus 100% on what's inside: the ice cream.
Images (opinion after)
As impressive, charming, and heart-warming as the old method was of hand-writing every single pint, that's not a sustainable effort for any fledgling business, which seems to be the case with Jeni's. The new packaging goes for the next best thing to hand-writing every pint and that is to hand-write the name once, scan it, and print it. And the new packaging is all the better for it. The single-color print job and the switch from plastic to paper containers are perfect for the thick marker lettering that retains plenty of texture and personality. Even the ingredient list on the back is hand-lettered. Taking the logo out of its circle holding shape works much better and acts more as a signature of the founder. A major improvement for a good-looking ice cream.