Gio is fruit and chocolate, the best of both worlds. After 4 years in the market, and satisfied with the quality and recepción achieved by their products (frozen fruits dipped in chocolate) they realized the time had come to invest more energy in the brand development. And that’s when they called us. The rebranding process involved many talks and brainstorming, where we tried to understand the core of the project: what inspired them, why they created Gio in the first place, how they expected their chocolates to be consumed, what new ideas they had in mind, etc. That’s how we developed a new storytelling: fruit and chocolate as opposites that attract themselves; flavors that enhance.

In order to create the identity, we studied the universe of traditional chocolates and vintage illustrations. At the same time, we searched for present day consumption references. Friends on the couch, colors, short yet powerful phrases, a dose of irony. Brown ended up elected as the leading color, followed by a classic serif font, both contributing to a vintage and warm look. The super realistic illustrations we developed made it possible to present the products in the packaging without the need of using photographs. At the same time, we selected a wide variety of colors to distinguish and code each flavor, and also contribute to the playful spirit of the brand. Regarding photography, we tried to emphasize the union and contrast of the two worlds, using macros of chocolate and fruits textures. Also, we played with the “pleasure and freshness” statement, creating fun and easy-going situations between friends.