Cooler By Design

Developing a corporate identity for Shave Ice (UK) Limited, and branding Hawaiian Ice^®

Seeing the success of shaved ice across the USA and Asia, inspired father and son team James and Tom Guthrie to bring the product to the UK and European markets. James had over thirty years of experience in business, and Tom was studying at the University of Northampton Business School for a degree in Business Entrepreneurship. Pitching their business plan to investors generated sufficient interest for them to realise their dream of launching this exciting new refreshment with their new company Shave Ice (UK) Limited. We became involved in early 2008 when James and Tom approached us to design a corporate identity and brand image.

Enjoying Hawaiian Ice^®

Shaved ice is widely available throughout the world, but is almost unknown in the UK and Europe. Pre-frozen ice cubes are processed in an ice shaving machine to produce a refreshing granular ice product with a delicate, snow-like consistency. Shaved ice can be doused with brightly coloured, fruit flavoured syrups or dressed with fruit.

The product is simple and economical to make, however the ice shaving machines are manufactured in Japan, and were unavailable in Europe. In order to protect their interests, Shave Ice (UK) negotiated an exclusive UK and European distribution deal with the Japanese Chubu Corporation to import their Hatsuyuki ice shaving machines - the only machines of their kind with CE approval. They also successfully trademarked the term Hawaiian Ice^®, the brand name of their flagship product.

It became clear to us during our meetings with the clients that they had two distinct requirements. Firstly the company - Shave Ice (UK) Limited - needed a corporate identity. The business model relied on selling shaved ice products through independent traders, restaurants and leisure chains. Professional presentation was going to be important for them to be taken seriously as a brand new company selling a brand new product.

Secondly their flagship product - Hawaiian Ice^® - needed branding. The product itself is simple and cheap to make from readily available raw materials. The only barrier to entry is the limited availability of the ice shaving machines. To ensure the long term success of the business through repeat orders from a growing customer base, it is crucial that the Hawaiian Ice^® brand becomes established in the minds of consumers as the only “real” shaved ice product.

The Shave Ice logo

Designing the corporate identity for Shave Ice was relatively straightforward. The product is cool, clean and fresh, with the sole base ingredient being water. These same values were part of Tom Guthrie’s vision for the company. The chosen design utilised a very light typeface to give a fresh, clean feel. The logo graphic alludes to the process of shaving ice, depicting a stylised ice cube with a sliver removed.

The Hawaiian Ice^® logo

Developing the Hawaiian Ice^® brand presented more of a challenge. The product is new to the UK and European consumer. The client was very keen to differentiate from established slush-based products already on the market, and wanted to position Hawaiian Ice^® as a much cooler, grown-up product, targeting older teens and young adults. The client’s aspirations for the brand were inspired by surf and beach imagery, so this was incorporated into the design and informs much of the look and feel.

Hawaiian Ice^® products.

The Hawaiian Ice^® logo is based on an illustration of what is a visually appealing product. Initially on sale at festivals, event and leisure resorts, customers with product in-hand will provide a highly visible endorsement. The logo features prominently on point of sale materials, providing a visual cue for would-be purchasers seeing others with the product. The product packages sold by Shave Ice (UK) Limited to their licensed resellers include a fully liveried refrigerated vending van. The Shave Ice “Mega Van” is decked out as a driftwood shack complete with surfboard and beach views. Leaflets, posters, self-adhesive stickers and exhibition stands have also been designed with the driftwood and surf theme.

The development of the Hawaiin Ice^® brand continues. A range of additional shaved ice products are also under development for future launch.