PROCESSES USED
ABOUT THE PROJECT
Whitby Morrison is the world’s leading manufacturer of ice cream vans, based in Crewe, Cheshire. Founded in 1962, this family-run business has become a cornerstone of British summertime, supplying vehicles to customers across the globe.
Their vans are instantly recognisable, combining classic styling with modern engineering. In recent years, Whitby Morrison has continued to lead the way by introducing fully electric models to their fleet.
The Challenge
Back in 2013, Whitby Morrison approached Diametric with an idea. They wanted to add a front-facing badge to their vehicles to enhance brand visibility and give their vans a more distinctive finish. It was the first time they had explored badging, so they were looking for a solution that would offer quality, durability and cost-efficiency from the outset.
Our Approach
We began by supplying a variety of badge samples across different materials and finishes, including aluminium, Tufflex resin and injection moulded options. The initial idea leaned toward a resin badge, but this would have required a bespoke plinth and new tooling, which added to the cost.
Instead, we recommended an embossed aluminium badge mounted on an injection moulded plinth from our existing tooling library. This gave Whitby Morrison the premium look they wanted, while keeping costs manageable and lead times short.
The Result
The final badge delivered a smart, long-lasting identity to the front of every Whitby Morrison van. Embossed aluminium detailing added a tactile, high-end finish, while the tried-and-tested plinth ensured durability in all weathers. The design has been in use ever since, seen on thousands of vans across the UK and beyond.
A Summer Refresh
In 2023, Whitby Morrison returned to us with a new challenge. As they prepared to launch their first fully electric models, they wanted to refresh the nose badge to reflect this new direction. The updated design needed to acknowledge the shift to electric while staying true to the established visual identity.
We worked with the team to evolve the badge subtly and effectively. The refreshed design was finalised in early 2024 and is now rolling out across the new electric fleet just in time for the busy summer season.
What’s New
- Updated design to mark the move to electric vehicles
- Same proven materials and construction
- Built to perform year-round, from heatwaves to downpours
From the original concept to the latest evolution, Diametric continues to support Whitby Morrison with custom badging solutions that bring their iconic brand to life.
