Gelati Sky Branding & Packaging design targets a new generation of gelato lovers

Millennial branding

Creating a new, premium gelato brand for a new generation of Italian ice cream lovers.

At the heart of the Gelati Sky brand was seriously good gelato. When we started working with Paul and his crew they already had a swag of awards proclaiming their product to be the best in its category. Our job was to capture that, package it into tubs that would sell in boutique retailers for around 20% more than the next most expensive gelato.

Developing the brand strategy with founder Paul Scalisi we uncovered a rich, authentic brand story. Paul spent his childhood in Rome and his earliest memories included Sundays at the local park, where if they behaved, he and his cousins would be bought gelato from the park’s gelateria. They would lie on the grass, eating the delicious gelato and watching the clouds in the sky turn into fantastical shapes.

We transformed paul’s childhood memories into the brand story of; ‘a world where every moment seemed frozen in an amazing sensory assault and every cloud in the sky made you feel it was about to rain gelato’. This essence of this deliciously rich story became the brand’s external facing positioning line; ‘what dreams taste like’, and the foundation for the brand design that was to come.

Our design strategy was to capture the essence of the brand story in a unique visual language to be applied to packaging, web site, delivery vehicles and sundry brand applications. We needed to capture both the romance of childhood tradition and a contemporary, Italian aesthetic.

The solution was in developing a number of Italian flavour montages where each gelato sku had it’s own, dreamlike illustration. These hero illustrations when cobined with a secondary lid montage created a completely unique range of gelato packaging that stood the brand out from the rest of the category. Each delicious tub looks like it has flown straight from the gelato dreams of an Italian childhood.


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The branding and packaging design work we created for Gelati Sky has played a significant role in the businesses growth. The packaging was picked-up and featured in industry, consumer and packaging publications and blogs all over the world.But more importantly, the product was picked-up by a significant number of retailers as well as scoop wholesalers and food service clients.

“Every presentation we have done when I pull the containers out of the box the first word is WOW! Then they taste the product and they say WOW again! I think we got a winner.”

Paul Scalisi
Managing Director & Gelati Chef
Gelati Sky

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4 Comments

  1. Pretty amazing… The way the packaging doesn’t use packshot in an ordinary way, replacing it with magical and psychodelic imagery. But lets be honest, you don’t buy ice cream because they contain peanuts or are known for any other nutritional reason. you buy them because they’re supposed to make you feel better…
    This packaging certainly communicates that.

  2. Our Gleati Sky brand design featured in German Magazine | Truly Deeply/Madly

    […] peers at Brand Union. In 2008 we began working with local Gelati Maestro Paul Scalisi to develop a brand strategy, brand story, visual identity and packaging for his premium, Italian inspired gelati brand; Gelati […]

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