Houston Group unveils new brand identity and positioning for Gelatissimo

Gelato brand Gelatissimo has launched a new brand identity and positioning in partnership with brand agency Houston Group.

The new positioning, ‘Flavour Obsessed”, encapsulates Australian’s love for gelato, and is accompanied by a new brand identity that includes a new logo, colour palate and brand voice that remains true to gelato’s Italian roots while capturing the brand’s Australian culture.

Kyle de Raedt, senior account director, Houston said launching a new brand look and feel was core to the next phase in Gelatissimo’s brand evolution.

“We needed to establish a creative launchpad that talked to elevated experiences, celebrated the freshest of ingredients and flavours, presented eye-catching packaging, and provided an immersive customer experience through innovative store design.

“That might seem like a tall ask but if the truth be known it was a client brief made in heaven. Our team are so excited to rebrand a business and product-line that conjures feelings of joyfulness, celebration of flavours and hot summer nights, and bringing all this to life via a brand story. We believe the new look makes Gelatissimo stand out from its competitors and celebrates the brand’s philosophy to provide amazing flavours and have fun.”

In developing the new positioning and brand identity, Houston Group was responsible for creating an entire new brand architecture with the new logo, colour palette, tone of voice, packaging and instore design, as well as a full set of templates.

The new brand identity is inspired by the nostalgia and fun of traditional Italian gelaterias with a flavourful twist, with Gelatissimo’s new logo conjuring images of gelato scoops. The logo sits alongside luscious, swirled patterns in a fresh colour palette of soft strawberry, tangerine and lavender, crafted in collaboration with type designer and illustrator Andrei Robu.

Braeden Lord, CEO Gelatissimo said: “Our refreshed brand look and feel brings all that we stand for at Gelatissimo to life and truly represents our brand’s flavour obsessed proposition. Our new logo is fun and fresh; the colours evoke the taste and flavours of gelato, and our customers can walk in-store – or enjoy gelato at home – and immediately share the magic of Gelatissimo in a fun and engaging way.

“We are delighted with Gelatissimo’s new look and feel and can’t wait for our customers to celebrate with us.”

Credits

Gelatissimo
Braeden Lord  – CEO
Jeremy Roth – General Manager, Wholesale 

Houston Group
Stuart O’Brien – CEO
Alex Toohey – Executive Creative Director 
Joanna Lilley – Managing Director
Allison Sims – Head of Strategy
Cara Meade – Strategy Director
Kyle De Raedt – Senior Account Director
Erin Schaffer – Account Manager
Shani Mun – Senior Designer
Ingrid Toohey – Senior Copywriter