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OVERVIEW

Indian- Gelato d’Italia repositioning in the B2B ice-cream factory comakers has been accompanied by an entirely restyling of its corporate identity. The transformation starts from the new logo: created by interpreting most of the themes and values that the company wants to express, giving it a fresh and coherent look & feel. This was followed by the creation of the corporate identity based on a total new visual language, concerning: marketing tools, stationary, stand and website.

YEAR

2017

DELIVERABLES

Brand Identity Design / Digital Design

INDUSTRY

Food service / B2B

A FRESH AND DYNAMIC NEW LOGO

Every component of Indian- Gelato d’Italia logo has been completely redesigned: ideogram, colours, script and lock-up. The goal was to create a modern and fresh look and feel communicating the company main themes and evoking the world of ice cream, the Italian style and experience of taste. The new logo, consisting of an ideogram and a customized typography, represents at the same time the union and integration of skills.

The ideogram is composed by circular elements that evoke the company main themes of partnership, expertise and modernity, while the study on the typography customization evokes the ice cream world and its industrial sector. Italian style and know-how have been communicated in a very modern way, thanks to new red and green colours that give an unexpected, modern and fresh emphasis to the whole new brand identity. A very direct, confident and communicative payoff complete the logo creation, highlitghing what the company truly wants to be: Your Ice Cream Partner.

 

A DISTINCTIVE STATIONARY

Stationary materials were created following the new visual language of the company. Gelato d’Italia’s new logo is not only a formal element of the company’s identity but it is the significant element that gives greater visibility to all of its instruments. The colours, the pictogram and payoff play with the layout through different weights of the stationary elements, giving them a strong, significant impact. The stationary materials give a fresh and recognizable look and & feel. In addition to the core components, we developed subitems that emphasize the main theme of the company through the payoff, interpreted as a graphic element.

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PRODUCTS SHOOTING

The Visual language was also created through a new image system: Nascent made the art direction of shooting with the aim of valorise the range of products, using real ice creams, giving them an emotional loook and feel following contemporary trends with an editorial style. Through the use of materic background, raw materials and blurs effects, products appear now with an artisanal soul.

NEW CONCEPT FOR THE COMPANY PROFILE

Thanks to the new visual elements, the company profile tells about Gelato d’Italia essence through a wide use of the images. The pictogram becomes an iconic and representative symbol as a fil rouge in all the document, creating an unique and distinctive pattern and graphic motif of the visual identity. To represent corporate numbers and data, customized info graphic are used to enrich and characterize the fresh and contemporary corporate language.

PRODUCT CATALOGUE

The new product catalog shows the wide range of products by combining emotional images and functional tools. Through an initial visual index, the wide range of products is shown: product categories are introduced by a page separator on a still life image, while the individual product is shown through the creation of icon system ad hoc that illustrate every single ice cream. All technical information are reorganized into tables with a clear and immediate fruition.

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VIDEO MAKING ART DIRECTION

Video contents has been created following the same image guidelines: the goal is to strengthen corporate identity, document and enhance the company. This action gives a chance to maximize the company’s

reputation, delivering its image and knowhow to the clients. The company and its protagonists are told through a reportage approach: spontaneous and not perfect footage. The expressively video making describes production in its various phases, from raw material to final product, in an emotional way, although industrial.

THE STAND PROJECT

In occasion of the PLMA fair we redesigned the stand as a presentation of the new brand identity and showcase of products. Lights, levels and transparencies mix with natural materials (mainly wood) create a warm and welcoming environment. Communication plays with the logo, creating a pattern that runs all up around the walls.

DIGITAL TOOLS

The website is one of the key tools for communicating the new identity of Indian-Gelato d’Italia. Contemporary layout combine with the use of the latest implementation technologies, creates a dynamic, simple and

enjoyable navigation experience. The interface is characterized by three basic principles: fluid scrolling and no click, meaningful use of images / video backgrounds to support content and finally all technical information about products are reorganized into tables with a clear and immediate fruition.

GELATO D’ITALIA GOES THROUGH END-CONSUMERS

The company felt the need to create a logo and a look&feel expressing the values and positioning of the brand Gelato d’Italia consumer, dedicated to the international market. The new logo represents high-quality Italian gelato – focused on the Premium segment, with a first declension in the Health sector: a gelato that draws from the past but lives in the present.

Based on this concept, Nascent worked at a modern twist of the iconic representation of the traditional ice-cream cart, redesigning the pictogram with current and contemporary communication codes. The evocation of Italy and its imaginary and idealized past is reflected in the construction of the logo and typography choice, that evoke the imagery of the traditional signs of the Italian ice-cream shops, now made contemporary.

A CONTEMPORARY TRADITION

The concept of the project starts from the evocation of Italy and its imaginary and idealized past and develops through a tale of contemporary tradition in which the old codes – traditional and stereotypical codes typical of the imagery and of the Italian experience – are abandoned for the benefit of current and contemporary communication codes. The goal is to represent a company which is efficient, modern, and careful to innovation as well as having deep Italian roots and knowhow. Gelato d’Italia consumer has three product lines, which communicate with each other through fixed and recognizable elements such as the label and the brand. The three lines follow three concepts which are flexible and adaptable to different sizes and are independent of the logo.

THE MAIN LINE

The main line of Gelato d’Italia consumer communicates the blending of natural ingredients crafted with care, passion, and refinement. Rich in taste, the different flavours are delivered cleanly and elegantly, on pastel

coloured backgrounds. The made in Italy ingredients are the decorative element conveying to the consumer the idea of ice-cream tasting as a rewarding time of taste and authenticity. The visual of the product maintains a traditional atmosphere: not perfect, but natural.

100% VEGETABLE

The main ingredients of the product create the photographic patterns that express sensitivity, authenticity, and freshness. The 100% vegetable line


communicates freshness and authenticity without that sense of deprivation or renunciation of taste. The main ingredients – arranged geometrically over pastel colours – give to these packs a harmonious rhythm altogether.

ALL FRUITS

The richness of the natural products that characterize this line is also the concept itself: as it happens with the spontaneous association between taste and colour in the moment of tasting, flashy illustrations and pictures

of the ingredients blend into a sparkling and colourful mix, where fruit is the absolute protagonist. All expressed in a look&feel that strongly recalls nature and authenticity, as the 100% of the ingredients of these smoothie-ice-creams, which are natural and genuine.