The Story: Mary & George is an entrepreneurial brand inspired in the love story between Mary Hatch and George Bailey, masterfully told in 1946 by Frank Capra, in the movie It’s a Wonderful Life. They found the way to put together two wonderful and different lives as we put together at Mary & George, two such different products: the original Italian gelato and the taste of the best liqueurs of the world. This is how “the gelato society” was born and only those who believe in this wonderful wonderful match, can belong to it.

The Concept: Mary & George, makes the best fusion of gelato with liquor and that is why we took the title of the film and transformed it into “It’s a Wonderful Match” also giving life to “The Gelato Society” which is not only a descriptor of the community we want to build, but redefines our select group of followers.Graphically we wanted to make a colourful brand that, even if it was simple, would project the happiness that eating gelato produces, but by containing alcohol, we look for a way to connect with adults through the language of our typography inspired by the look of vintage ice cream vans.The names of each flavour also play an important role as they have a twist depending on their composition. This is how we make each reference unique and attractive.

Packaging: Integrating it all, we gave it a matte finish with a subtle UV reserve and an elegant golden foil in the cap that delivers a unique high end product that elevates the experience of gelato and alcohol, to a whole new level.

Deliverables: Labels for every flavour, paper bags, post cards to personalise deliveries, security tape, napkins, spoons with golden foil.

Results: After just one year of launching the brand that started with seven flavours, today it has fourteen. It started with one employee, today it has eight so they had to rent the second floor of the property. It started with a follower, today it has over 50,500. We must have done something right because the gelato society keeps growing every day.