The secret of Italian gelato lies in its artisanal preparation and the careful selection of fresh and natural ingredients. Giulio’s embodies those qualities, so we jumped at the chance to try all ten flavours.

This is a rebrand for an established product that was already popular in local restaurants. We worked closely with the founders of Giulio’s to reposition their gelato business for retail. The brand identity is centred around the hand-written signature, which makes the design feel personal and authentic. The idea was to communicate the artisan Italian gelato experience, playing on the notion of authenticity to elevate the brand.

In terms of logo development, there are two key elements: the primary wordmark and the hand-written signature (which appears on the back of pack). At the centre of the visual identity is the primary wordmark, which has been designed to exude personality. This logo is inspired by the hand-written signature, which makes the design feel personal and authentic; you are buying into an experience from Giulio’s!

The first step in the design process was to capture the signature of our master gelatiere. The signature was then developed to create a slightly more fluid version, which feels more aesthetically pleasing on the back of pack. The primary wordmark has been designed to create a more typographic execution for the front of pack. By adding weight to the letterforms, we developed a logotype with a little more fluidity and balance, allowing additional elements to be incorporated into the final lock-up.

The new brand identity helps to position Giulio’s as a more premium product, which has been applied across every consumer touchpoint; from product packaging to the freezer units. Honestly, it tastes delicious, and these scoops have never looked so divine.