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SIMA
CaseBranding
Projects

ÖOOH Gelato!

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
ÖOOH Gelato! — Gelato shop and retail
LogoVisual identityCorporate visual identity guidelinesGraphic systemShop applicationSignageSpatial designTubsConesPackagingStationeryBusiness cards
00Summary
ÖOOH Gelato! was an identity project designed from the beginning to be more than a logo. We built the brand from the ground up: the logo, the corporate visual identity guidelines and the extension of the system into the shop, signage, space and all the pieces a customer sees, touches and remembers. The challenge: channel all that visual energy into a system that shines just as brightly on the shopfront as on a tub or a business card.
01Chapter

Context and challenge

A gelato shop deserves an identity with real character: recognisable from a distance, coherent up close, and able to work with the same strength in the shop, in packaging and in every piece that comes into direct contact with the customer.

The challenge had several layers:

  • 01building a highly expressive identity, with order and system
  • 02making that expressiveness work equally well on signage and on a gelato tub
  • 03translating the brand into the physical space with real coherence
  • 04designing everyday pieces that strengthened memory and brand experience
  • 05making an intense palette behave like a finely tuned system
ÖOOH Gelato! — image 1 of the project
ÖOOH Gelato! — image 2 of the project
ÖOOH Gelato! — image 3 of the project
02Chapter

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. Beyond the logo, we built a universe capable of extending coherently from exterior signage to the packaging the customer holds in their hand.

The strategy relied on four ideas:

  • 01identity with strong recognition power and its own character
  • 02a clear, disciplined and reproducible visual system
  • 03brand translation into the physical space with all its energy
  • 04everyday pieces that reinforce the commercial experience
ÖOOH Gelato! — image 4 of the project
ÖOOH Gelato! — image 5 of the project
ÖOOH Gelato! — image 6 of the project
03Scope

What we made.

01

Identity and visual system

  • logo design
  • visual identity construction
  • colour palette definition
  • graphic system development
  • corporate visual identity guidelines
  • brand usage and reproduction criteria

02

Packaging and brand pieces

  • tub design
  • cone design and service-related pieces
  • stationery
  • business cards
  • printed materials and everyday brand pieces

03

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

04

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
ÖOOH Gelato! — image 7 of the project
ÖOOH Gelato! — image 8 of the project
04Chapter

Visual development

The identity was built around a highly expressive colour palette, capable of generating contrast, energy and memorability with 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, always in balance.

The value of the project lies in how each layer reinforces the others:

  • 01the logo brings recognition
  • 02the palette adds character and energy
  • 03the graphic system gives rhythm and reproducibility
  • 04the space turns the brand into a sensory experience
  • 05everyday service pieces consolidate memory and coherence
05Chapter

System, replicability and depth

We approached ÖOOH Gelato! as a complete 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:

  • 01flexible coherence across formats
  • 02easier reproduction and application
  • 03a professional, well-built brand perception
  • 04clear continuity between identity, space and commercial experience
06Result

Result and transformation

The project resulted in an identity that is visible, recognisable and coherent across every touchpoint. The brand gained commercial presence, its own character and a visual foundation strong enough to hold together façade, space and packaging.

  1. 01a memorable, distinctive identity within its market
  2. 02a shopfront with real pulling power and instant recognition
  3. 03natural integration between brand and physical space
  4. 04a graphic system that applies consistently across multiple formats
  5. 05a strong, consistent brand experience in the day-to-day life of the business
Palette

Tap a colour to copy its code

What we learned…

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 become character. The brand can extend into space, packaging and everyday items with all its strength and coherence. That is where identity goes beyond the graphic and is lived as an experience.

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