Yes, it’s plant-based. No, it’s not sorbet
Brief
Challenger brand Gigi was ready to carve out a healthy new niche in the crowded ice-cream category. Unlike most vegan ice-creams, Gigi gelato isn’t made from dairy alternatives — it’s pure cold-pressed juice, but still very much ice-cream rather than sorbet.
Our job? To create an eye-catching brand identity and packaging design to capture Gigi’s position as an indulgent but healthy plant-based ice-cream, and help it stand out on the supermarket shelf.
Solution
We developed a visual identity that highlights Gigi’s position as a genuine category-changing product, communicating both its health benefits and creamy, gelato-like texture.
Beautiful hand-painted watercolour illustrations reflect the natural ingredients and the care that goes into Gigi’s product range. It captures a lightness and a freshness that distinguish the product from its competitors; in a market saturated with dramatic, high-resolution photographs — usually of chocolate! — Gigi’s branding is truly unique.
The bold brand identity and pack design architecture work together to create a strong presence in-store: when stacked, the pack design resembles the striped awning of a traditional gelateria.
Following a successful launch in the top four national retailers across the Netherlands, Gigi is expanding globally, with a wider European and South American rollout planned later this year.
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“Straight Forward’s global brand and marketing expertise has been invaluable in helping us negotiate a big, complicated sector. We’re a start-up with a vision, and the agency’s insights and packaging design knowledge has been priceless.”
