Image Credit : Shannyn Higgins for Broadsheet Melbourne
Project Overview
Falinc was engaged by Gradi Group (owner of established restaurants at Crown Casino, Lygon Street and Essendon Melbourne) to create the brand for Zero Gradi, a new gelato business.
The new brand needed to work across independent gelateria shops to be rolled out nationally, as well as incorporated into the existing Gradi restaurants.
Project Commissioner
Project Creator
Team
Jeanette Fallon
Project Brief
The client, a known pizzaiolo, chef, restauranteur and Italian native, was crowned master of the margherita pizza at the World Pizza Championships in Parma Italy in 2014, and is now bringing traditional Italian style gelato (with a modern twist) to Australia.
The objective of the project was to create a unique identity to reflect the new product offer; to differentiate Zero Gradi from it’s competitors; and develop an identity that extends across a diverse range of packaging, product, print, digital and signage applications.
Whilst being a contemporary, competitive and independant brand, it was essential to have some connection to its Italian origins, and the ability to sit within the existing Gradi restaurants which have a reputation for award winning traditional Italian cuisine, with a diverse range of customers that appreciate quality.
Project Innovation/Need
The new brand represents the personality of Zero Gradi – timeless, tasteful, elegant, and yet contemporary and cool.
The bespoke typography reflects not only the texture of the gelato product with its creamy swirls and peaks, but harks back to the handcrafted 3-dimensional lettering one would find on a historic gelateria shopfront in Italy.
The green alludes to the use of fresh fruit in the gelato (not all gelateria use real fruit), whilst the gold and black exude a timeless elegance. The subtle criss-cross patterning of the background reflects the diamond texture of the waffled cones.
It speaks of passion – from the clients passion for their Italian gelato – to the designers passion in meticulously crafting the bespoke fonts.
Design Challenge
The challenge was in creating a brand from seemingly contradictory propositions – traditional yet modern, Italian yet Australian, sophisticated yet accessible, timeless yet now.
Effectiveness
In the past week, the first of the gelaterias launched to a buzz of media hype, where the shop and branding were very well received both from the media and the diverse range of customers.
The Zero Gradi brand is currently in the planning stages for a national roll out, and has been implemented into the existing Gradi restaurants.
The client is now as passionate about the new brand, as he is the gelato!
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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