In 1934, Carl Jung introduced the world to archetypes—universal patterns in human perception. Whether we realize it or not, these archetypes influence everything, from the stories we tell to the brands we trust. Enter Ben & Jerry’s: not just an ice cream brand but a full-fledged Hero in the world of business, armed with a social conscience and a pint of righteous indignation.
Company Values vs. Brand Values
Before we dig into the sprinkles, let’s establish a key distinction: Company Values are what a business declares about itself; Brand Values, on the other hand, are how the public perceives it. You can design a brand identity, but its true meaning is determined by the audience.
Ben & Jerry’s built its identity around a core principle they called the ‘double dip’—profit and people in equal measure. Since 1978, this social enterprise ethos has guided them through every challenge, even surviving their sale to corporate giant Unilever in 2000. Despite concerns that corporate ownership would dilute their mission, Ben & Jerry’s retained an independent board dedicated to upholding their activism, pushing Unilever to adopt progressive policies rather than the other way around. They didn’t just talk about social responsibility—they embedded it in their legal framework.
The Conscious: Ben & Jerry’s Brand Identity
A brand is more than a logo—it’s a feeling. Ben & Jerry’s crafted theirs with intention:
Personality: Playful yet rebellious, established yet approachable, always ready to call out injustice (or just drop a killer new flavor).
Visual Identity: A vibrant, joyful color palette evokes innocence and trust, while deeper, subdued hues hint at the brand’s more serious purpose. Their packaging isn’t just aesthetic—it tells a story, from fair-trade certifications to ice cream names that honor political movements.
Design Direction: A blend of real-life photography and whimsical illustration, reinforcing a ‘change the world’ narrative. Even their typography carries weight—funky but structured, signaling both fun and business. Every detail, from hand-drawn clouds to cow mascots, is designed to feel grassroots, not corporate.
The Unconscious: The Hero Archetype in Action
What makes a Hero? It’s not just about battling villains—it’s about standing up for the greater good, and in Ben & Jerry’s case, sometimes that means taking on their own industry. They’ve lobbied for campaign finance reform, supported Black Lives Matter long before other brands dared to, and called out Big Dairy for unethical practices. Their mission isn’t just a corporate tagline; it’s baked into their operations, from fair-trade sourcing and methane-reducing waste programs to paying workers a living wage.
Even when faced with adversity—like shareholder resistance during the Unilever sale or backlash from conservative groups over their activism—they remained steadfast. They even used controversy to their advantage, doubling down on their messaging rather than retreating. Their business isn’t just about selling ice cream—it’s about using ice cream as a vehicle for social and environmental change. When they launched the 'Pecan Resist' flavor to protest the Trump administration’s policies, it was a clear reminder that for them, silence was never an option.
Lessons for Brands That Want Staying Power
Start with values, not visuals. A compelling brand identity isn’t about fancy fonts—it’s about meaning. Every design choice should reflect a larger philosophy.
Live your mission. Consumers can spot performative activism from a mile away. Authenticity is key, and consistency is everything.
Be bold. The most memorable brands are the ones that take a stand, even when it’s risky. If your values aren’t making someone uncomfortable, you probably aren’t pushing hard enough.
Ben & Jerry’s doesn’t just sell ice cream; they sell a vision of a better world. And that’s the kind of branding that lasts.
