*Gelo Celo* is the ice cream sub-brand of the *Estia Bakery–Confectionery* chain in Thessaloniki. Aimed at a youthful audience, the redesign of Gelo Celo’s identity and visual communication creates a bold, joyful statement defined by pop aesthetics and vivid colours.

Every person is unique, yet all share a love for ice cream. This idea shaped the foundation of the new *Gelo Celo* logomark. Three distinct characters were drawn for each letter of the brand name, and by combining them, a new version of the logo emerges each time. The result is a lively, ever-changing mark that reflects diversity while keeping the brand instantly recognisable.

This dynamic approach extends across all materials—signs, cups, labels, and boxes—where the logo continually transforms without losing its cohesive identity. The central idea of diversity becomes more expressive, while the design remains harmonious and engaging.

Just as ice cream forms curves and volumes when served, the brand’s graphic elements mimic those organic shapes, creating sculptural silhouettes that feel both playful and familiar. These forms act as expressive backgrounds for print and packaging applications, filled with bright, saturated colours that mirror the intensity of flavours and memories tied to our favourite ice creams.

With its flexible identity and youthful spirit, *Gelo Celo* becomes more than just an ice cream brand—it’s a celebration of individuality, creativity, and the shared joy of a timeless treat we all secretly crave.