As Perry’s Ice Cream Company Inc., an Akron, N.Y.-based Great Lakes regional brand, begins its 102nd year in business, the company said it is debuting its first brand identity refresh and packaging evolution since 2007.

Perry’s brand team laid out plans internally for a successful entry into the new decade (and its second century in business) while publicly celebrating its 100th anniversary in 2018. The company said it partnered with a Buffalo, N.Y.-based agency, The Martin Group, to conduct consumer research and develop strategic brand messaging to evolve and elevate the brand.

“We make great ice cream for everyone and research confirmed Perry’s continues to have a strong, loyal following in our markets, but we did not stop there,” said Gayle Perry Denning, vice president of strategic branding and sustainability. “We also studied [the] ice cream category, trends, competitive brands and generational trends in an effort to know how best to stay relevant with existing consumers and attract new consumers in new markets.”

Perry’s said its brand identity comes to life with a 2020 integrated marketing campaign and website re-design. A prominent piece of the evolution also includes a new packaging design, which is now shipping into stores. Created in partnership with the Rochester, N.Y.-based design firm Geyser Design, the design features a modern approach to unify packaging across Perry’s portfolio. It also plays up the fun with its varied flavor color palette and mini “brand stories” shared on the side panel.

“The Perry’s brand embodies the happiness that naturally comes with enjoying our products, along with a slightly unexpected playful side,” said Nichole Buryta, brand manager. “Our 100-year-old brand relays trust and provides comfort while having a sense of humor when it comes to all of life’s moments.”

Perry’s said its iconic red crest logo and primary black background will remain, while the ribbons around flavor names have been removed and replaced with brand mark stamps to enhance the pop of new fonts. Custom photography for each flavor accompanies the packaging to modernize the look of traditional product shots.

Perry’s said it anticipates the majority of the packaging roll out to be completed this spring with its product launches, including innovations for a premium family-size sundae cake inspired line and caffeinated line of Barista Bar retail novelties. Perry’s point-of-sale signage, truck graphics and freezers will also feature the new look.