Land of Plenty’s rainbow-infused identity for Happy Endings is as flavourful as their desserts

No matter the weather, whether it’s a warm, sunny summer day or a chilly, drizzly winter afternoon, the allure of an ice cream sandwich is simply irresistible. This is especially true when they carry enticing names like Monumental (fresh mint stracciatella ice cream, chocolate biscuit), Strawberry Shorty (strawberry cheesecake parfait, strawberry jam, buttery brown sugar shortbread) and The Gay One (malt shortbread, vanilla milk ice cream, salted caramel and honeycomb parfait.) These tantalising treats are just a few of the many delightful offerings from Happy Endings, a London-based eatery with a surefire sweet tooth. Fellow Londoners, the design studio Land of Plenty, has provided them with a fresh brand identity that not only appeals to the senses but also communicates the brand’s core values and evokes a sense of nostalgia. All while ensuring that the brand’s ice cream sandwiches remain as inviting as ever. The scope of work was extensive, encompassing everything from packaging to website design, from signage to point of sale, and even merchandise. Created with the day-to-day rollout of the product in mind and in line with the growing emphasis on sustainability, the project sees the introduction of a fully planet-friendly packaging system made in collaboration with Netherlands-based packaging developer Arie Gelein. “The throwaway nature of packaging always presents us with an opportunity to do things in a more planet-positive way, but when you add in a food-safe requirement and a sub-zero storage environment, this was a specialist task,” explains Creative Director Jonny Rowe. The new packaging uses a plant-based film called NatureFlex, which is a sustainable alternative to harmful plastics. Not only is it fully biodegradable, but it is also FSC-certified and safe for food packaging. In terms of the visual identity, Land of Plenty has taken a decidedly bold approach. Full of Aussie charm – a nod to Happy Endings’ Australian owner, Terri Mercieca – the identity framework celebrates diversity through individual expression.