Gelato Shop Gets a Real Brand
An artisanal gelato shop in a northern town had a striking in-store look — a gold wordmark on deep green — but no usable brand system or social presence behind it. We built the identity foundations and launched its social channels.
1The Challenge
Everything about the brand existed physically and nothing digitally: the logo lived only as a photograph of the shop wall, colours were undocumented, and the social accounts held no strategy or consistent content. In a category where the product photographs beautifully and impulse visits are won on Instagram and TikTok, the shop was invisible exactly where dessert decisions happen.
2Our Approach
We started with brand archaeology — extracting and standardising the exact green and gold values from the physical signage into a documented palette, and specifying the clean logo versions needed for digital use. The identity was extended into a social system: appetite-first product photography direction, refreshing short-form video formats around scooping, flavours, and shop atmosphere, and a playful bilingual voice fit for a family audience. The channels were then launched with a consistent visual rhythm designed to make the shop a recognisable local destination rather than just another ice-cream page.
What made this unique
- Authentic Italian-style gelato positioning in a local market
- Distinctive deep-green and gold visual identity
- Brand name built on the idea of the genuine article
- Destination appeal for families and young audiences alike
Emotional drivers
- Indulgence
- Freshness
- Summer joy