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CREATING A CONSUMER PRODUCT BRAND

As part of their rebranding, Gelato d’Italia wanted to extend their offering by creating a direct to consumer brand. While retaining the name, they wanted to differentiate the consumer products with a different logo and look & feel.

DELIVERABLES

Brand Identity Design / Digital Design

INDUSTRY

Food service / B2C

CREATING A CONSUMER PRODUCT BRAND

We created a logo that reflected the Italian gelato-making tradition and heritage by using a stylised image of a traditional ice cream cart, with a contemporary twist to convey the innovative and modern attitude of the company. The diner style typography used is meant to evoke the feeling of the era of La Dolce Vita, Italy’s golden age, when gelato was sold from ice cream carts by the beach.

PRODUCT LINES

Gelato d’Italia’s consumer brand contains three lines, all visually linked through specific recognisable elements. We used soft pastel colours to recall the golden age of the 50’s and 60’s, and to create a sense of summer and the sea, which was mixed with a modern, efficient and contemporary style. The design is flexible and adaptable across product packaging to suit the three different lines.

The Premium line is a rich gelato, and both product and packaging reflect quality and luxury. This is conveyed through the use of gold colouring of the logo and linear elements, and by natural imagery of product ingredients.

The second, Dairy-free line, makes use of green to convey/express a natural, fresh and healthy feel. The main ingredients, arranged geometrically over pastel colours, give the packaging a harmonious rhythm and sense of wellbeing.

The freshness and vivacity of the Smoothie gelato line are reflected in the packaging through bold pastel colours, foliage and fruits, recalling a sense of authenticity and nature.