Gelatissimo unveils new ‘Flavour Obsessed’ brand identity and positioning via Houston Group

No-one craves the velvety sweetness of gelato more than the average Australian; an obsession gelato brand Gelatissimo aims to encapsulate by the launch of its new brand identity and positioning, developed via brand agency Houston Group.

Underpinned by a positioning “Flavour Obsessed”, Gelatissimo’s contemporary new brand identity includes a new logo, new colour palate and new brand voice that is true to gelato’s Italian roots but captures Gelatissimo’s uniquely 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.”

Houston’s remit covered creation of a complete new brand architecture and identity including new logo, colour palette, tone of voice, packaging and instore design plus full set of templates.

Inspired by the fun and nostalgia of traditional Italian gelaterias, with a distinctly indulgent and flavourful twist, Gelatissimo’s new logo conjures images of gelato scoops and dollops. It is supported by luscious, swirled patterns in a fresh colour palette of soft strawberry, tangerine and lavender colour palette, crafted in collaboration with internationally renowned type designer and illustrator Andrei Robu. And use of the brand’s new typeface, Boldoni which presents many stylistic options, is reminiscent of Gelatissimo’s vast array of flavours.

Says Braeden lord, CEO, Gelatissimo: “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.”

The launch of the new branding is effective immediately and will be rolled out in-store and on packaging in the coming months.

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