Branding
Gelato shop and retail
ÖOOHGelato!
We built an expressive and memorable identity for ÖOOH Gelato!, from the logo and corporate guidelines to the shop, signage, packaging and everyday pieces that turn the brand into an experience.
Client
ÖOOH Gelato!
Year
2011
Sector
Gelato shop and retail
Location
Cádiz
Categories
Services
Context and challenge
A gelato shop does not only need a friendly image. It needs an identity with real character: recognisable from a distance, coherent up close, and able to work with the same strength on the façade, in packaging and in every piece that comes into direct contact with the customer.
The challenge had several layers:
- building a highly expressive identity without losing order or system
- making that expressiveness work equally well on signage and on a gelato tub
- translating the brand into the physical space with real coherence
- designing everyday pieces that strengthened memory and brand experience
- making an intense palette behave like a system, not an accident
Strategic approach
We conceived ÖOOH Gelato! as an identity with strong visual expressiveness, where colour, graphic rhythm and contrast worked together to make the brand more memorable. It was not just about designing a logo, but about building a universe capable of extending coherently from exterior signage to the packaging the customer holds in their hand.
The strategy relied on four ideas:
- identity with strong recognition power and its own character
- a clear, disciplined and reproducible visual system
- brand translation into the physical space without losing energy
- everyday pieces that reinforce the commercial experience
Scope of work
Identity and visual system
- logo design
- visual identity construction
- colour palette definition
- graphic system development
- corporate visual identity guidelines
- brand usage and reproduction criteria
Packaging and brand pieces
- tub design
- cone design and service-related pieces
- stationery
- business cards
- printed supports and everyday application materials
Space and physical presence
- identity application in the shop
- signage design
- graphic integration into the façade
- visual atmosphere for the point of sale
- spatial design aligned with the brand identity
Visualisation and development
- visual study of the full system
- 3D visualisation support to validate applications and spatial presence
- definition of replicable resources for future adaptations
Visual development
The identity was built around a highly expressive colour palette, capable of generating contrast, energy and memorability without losing order. The coexistence of intense tones — fuchsia, turquoise, orange — with a warmer, more restrained base allowed the brand to work strongly on the façade, in printed pieces and in packaging without turning into visual noise.
The value of the project lies in how each layer reinforces the others:
- the logo brings recognition
- the palette adds character and energy
- the graphic system gives rhythm and reproducibility
- the space turns the brand into a sensory experience
- everyday service pieces consolidate memory and coherence
Guía de color
Colores primarios
Roasted Cacao
#4F3127
Pantone 476 C
Sorbet Fuchsia
#E6199A
Pantone Rhodamine Red C
Glacier Turquoise
#00AAD2
Pantone 312 C
Mango Orange
#FF6F00
Pantone 1505 C
Colores secundarios
Light Cacao
#6B544B
Pantone 4695 C (approx.)
Sweet Sand
#B7A69D
Pantone Warm Gray 5 C (approx.)
Soft Vanilla
#EAE2DE
Pantone 7527 C (approx.)
System, replicability and depth
ÖOOH Gelato! was not treated as a sum of isolated pieces, but as a system prepared to live well in very different contexts. The corporate visual identity guidelines were key precisely for that reason: they defined how the brand should behave when moving from paper to signage, from packaging to shop, and from graphic detail to the overall environment.
The result:
- coherence across supports without rigidity
- easier reproduction and application
- a more professional and constructed brand perception
- clear continuity between identity, space and commercial experience
Result and transformation
The project resulted in an identity that was more visible, more recognisable and much more coherent across all its points of contact. The brand gained commercial presence, its own character and a visual foundation strong enough to hold together façade, space and packaging.
The transformation translated into:
a more memorable and differentiated identity within its market
a façade with greater attraction and recognition power
better integration between brand and physical space
a graphic system applicable coherently across multiple supports
a stronger and more consistent brand experience in the everyday life of the business
Strategic reading
ÖOOH Gelato! demonstrates that an identity with a lot of visual energy still needs structure. When the system is well thought out, the strongest colours stop being noise and become character. The brand can extend into space, packaging and everyday supports without losing strength or coherence. That is where identity stops being merely graphic and begins to feel like an experience.
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