Joes Ice Cream


South Wales

Services Undertaken

Joe’s Ice Cream

Sauce was appointed as the principal signage and display supplier for a recent refit of Joes Ice Cream's flagship store in St Helens Road, Swansea.


Joe Created a unique vanilla ice cream recipe back in 1922. Four generations later, his family of ice cream purists still use that same recipe to craft and serve the distinctly moreish Joe’s Ice Cream that you enjoy today!

The brand has undergone a transformation to reflect it’s milestone anniversary & so has their flagship parlour at 85. St. Helen’s Road.

Bespoke feature light

To celebrate its 100th anniversary Joe’s were looking for a statement display feature and had the idea for an ice cream shaped light. Obviously, it wasn’t something we had made before but it was not dissimilar to the illuminated signage we make on a daily basis, so we were up for the challenge! the light is made from solid acrylic with embedded LEDs. We painted the bottom and sides black and then satin gold to ensure light is only emitted up onto the ceiling. The result is really striking and one we are very proud of.

Shop front signage

Externally, we created striking blue powder-coated sign trays which had the JOE’s logo as white 3D metal with internal LEDs to give a halo lighting effect. The secondary text was laser cut from the aluminium sign tray and internally backed with acrylic, the trays were then fitted with LEDs so illuminate the cut out letters. The St Helens Road store has a large frontage so these signs were installed in three locations around the building with an overall length of over 16m.

Besides the one-off ceiling light, we also produced and installed a range of branded wall graphics, digital displays and even wrapped the existing counter with a fresh new design to give it a new lease of life.

We are really pleased with the end result of this project and are now in the process of rebranding other stores for Joe’s Ice Cream.

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See how we can help you with your branding or signage project

Call us on 02920 361 848 to discuss your project

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