The new Loseley packs feature specially commissioned portraits, each by a different artist. At first these look like Old Masters but on closer scrutiny reveal a humorous twist, with each figure either dripping ice cream or smearing it on their face.
The quirky reproductions aim to create a unique humour around the brand while the back of the pack expands the theme in the form of a potted soliloquy, singing the praises of the subject's favourite flavour in an eccentric tone.
P&W was tasked with producing a visual expression of Loseley's brand values, without appearing too pompous or stuffy. Its research highlighted the product's key equities as "Britishness" with a sense of tradition.
The rebrand incorporates these values in point-of-sale, van sides and a new website.
Adrian Whitefoord, founding partner of Pemberton & Whitefoord, said that the packaging design is based around portraits of dapper, dour and demure gentrified people, eating Loseley ice cream in their own idiosyncratic style.
Whitefoord said: "Overall, they have a National Portrait Gallery feel to them and one could imagine them hanging in any grand English country house. The Loseley brief has been a dream project to work on and our designers have thoroughly enjoyed it.
"I think we have generated a design which is underpinned with tradition but manages to put a smile on your face too."
Ayesha Shah, brands director for Loseley Ice Cream, said: "We felt that there was a gap in the market for a truly British premium-level ice cream and decided to take inspiration from the history of the brand to create quality flavours and a unique image. P&W's creative execution has really set the brand apart visually and embodies all the qualities that the brand represents to the consumer."