Project “Gelatoso” is the visual identity of an artisanal ice cream brand that combines the emotional power of nostalgia with a contemporary design approach. The logo draws inspiration from retro Italian gelato signage, reinterpreted in a way that balances tradition and freshness.

The packaging system is defined by a series of illustrations that distinguish the flavours through scenes inspired by childhood memories. Instead of children, the protagonists are adults: they swing on playground swings, play marbles, or raise fruit in a toast. This deliberate reversal becomes a visual metaphor for the brand’s central idea – that ice cream has the power to awaken the child that still lives in everyone.
Each flavour is given its own story, allowing the packaging to move beyond its functional role and become a storytelling medium that evokes memory, emotion and personal experience. By combining retro-inspired typography, expressive illustration and a narrative design approach, “Gelatoso” creates a distinctive visual identity that connects the Italian tradition of artisanal gelato with universal feelings of joy, playfulness, innocence and nostalgia.