Identica were approached by Bensons the Juicers to come up with a fresh new look for their Chilly Billy ice lollies, to help it stand out proudly as a healthier choice amidst a host of competitive products.


Every parent wants to give their child a treat from time to time, without having to compromise. Looking at the children’s ice-lolly market, you’ll find a noisy and difficult to navigate category, awash with a synthetic, unnatural palette, and very little in the way healthier choices.


As Chilly Billy ice lollies are made with real fruit juice, with no added sugars, colours or flavourings, we saw an opportunity to create a distinctive pack which celebrates and clearly communicates that this is a healthier choice but it something the children will still enjoy.

We used playful illustrations to bring the fresh ingredients to life based on an-off white canvas, to create differentiation between Chilly Billy and other products in its category. By introducing ‘fruit stickers’, which call out the product USPs, we reassured the consumer that this really is a healthier choice for the family.


‘We are delighted with the rebrand of our Chilly Billy’s and would like to thank the team at Identica for their great ideas and artistic flair. We believe that our new look shouts out what we are all about and our passion for creating natural products for all of the family’

– Alexia Benson, Co-founder

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