Hush Creative / Food


Treleavens Luxury Cornish Ice Cream, Cornwall


pack copy
website copy

The secret to brand writing: fewer words, more flavour. Working with Hush Creative, Blue Scribe was invited on a journey of ‘nostalgic indulgence’ and ‘fruity flamboyance.’

I’m looking at 11 different ice cream tubs on my kitchen table. They’re full of Treleavens Luxury Cornish Ice Cream, which is being rebranded for a national retail launch. “Write about these,” says the owner of Falmouth agency, Hush Creative, Ian Walden. “But keep it short.” (He was much less blunt than that, I’m paraphrasing).

Ian is a designer with stacks of experience. But he also values words, as long as they’re kept to a minimum. That’s fine by me. Armed with Treleavens’ brand guide (produced by Hush), and a stack of sumptuous images, I set about interviewing the boss of the company, Mark Chrusciak.

A ‘beguiling sensual safari’

Mark tells me:

"If you’ve dined at some of Cornwall’s illustrious restaurants and cafes, chances are, you’ve already savoured our sorbets and ice creams; we just haven’t shouted about it, until now."

Well, I’m not much of a fine diner, nor an ice cream fan…but I’m about to become one.

The ‘cognoscenti of elegance’

The best part about this job is the creative direction. The sumptuous photography and contemporary, classy brand design on the new Treleavens site is out of this world, and Ian’s vision is lucid. “The guardians of refinement…the cognoscenti of elegance,” could just as easily have applied to Hush as Treleavens.

Frozen in time

To cut a long story short, it’s a project I’m proud of as it shows off short copy for the website (60 words per page), along with flavour descriptions (in two versions, 15 and 50 words each), and even shorter pack copy.

"We loved Craig’s detailed, face-to-face, interview-based approach. Craig was keen to meet Mark in his working environment to ask all his questions, which were quite numerous and very thorough.

"Then he was left to work his magic (and sample the ice cream). With a tight deadline to work to the copy was nailed with the first draft — we all absolutely love the copy."

Ian Walden
Owner, Hush creative