Crafting Happiness.

Gigi Gelato

Client
Gigi

Type
Brand Strategy & Identity

Services
Brand Research
Brand Strategy
Visual Identity
Creative Direction
Content Strategy

Refreshing Roots.

Tasked with transforming 'Nude Gelato' into Gigi Gelato, I drew on the brand's heritage to build a vibrant, family friendly identity. The process began with a deep dive into the history of gelato, ensuring Gigi honoured that legacy while still appealing to contemporary tastes.

The result: a rebrand that took Gigi from a local favourite to a supermarket sensation across Europe, blending tradition with a twist of modern delight.

Challenge

Distinguishing in a Crowded Space.

Entering the crowded healthy gelato market demanded a strategy as bold and refreshing as the product itself. The goal wasn't just to help Gigi join the market, it was to help them redefine it. My focus was finding and sharpening what made Gigi genuinely different from established names like Magnum Vegan, and building a brand narrative around it: one that celebrated Gigi's flavours and values, and spoke directly to a European audience.

This wasn't just a story about gelato. It was an invitation to experience joy and health together. That storytelling carved out a premium space on supermarket shelves across Europe, making Gigi synonymous with both indulgence and wellness.

Insights

Flavourful Fusion.

The rebrand is built on a true story: Luigi, known to friends as Gigi, an Italian gelato professor whose original recipe inspired the brand. His life and passion are woven into every part of the identity. The name Gigi comes directly from his nickname, and the logo incorporates his signature, subtly shaped to feature his smiling face, a quiet nod to the happiness he brings to every bite. It's an approach that lets Gigi Gelato represent authentic Italian craftsmanship while radiating genuine joy.

Outcome

Winning Over Palates and Shelves.

The rebrand didn't just delight consumers, it dramatically increased market penetration. Within six months of launch, Gigi Gelato was on shelves in some of Europe's biggest supermarkets, winning multiple awards and industry attention along the way.