UMAMI GELATI

Year of creation

April 2024

Project category

Graphic design projects

The brief was to develop a visual identity for a fictional brand of organic ice cream ; Umami Gelati. This identity includes the the brand name, the logo and the design of communication media such as a food truck, a pot of ice cream, a T-shirt and a flyer. Our identity had to communicate the values of the brand : joyful, fresh, original and modern. 

I searched for inspiration and created a moodboard in order to determine a direction. My first idea was to use a mascot. I sketched many ideas using shapes and faces.

Finally, I opted for three mascots. The idea was to take familiar shapes such as the cup, the plastic spoon and the ice cream scoop and transform them into characters. I assigned a color to each mascot, but I wanted to keep the same face for more unity. As soon as my mascots were ready, I moved on the next step, producing the communication materials. 

I created the flyer in a geometric style. Then, I made the packaging for ice cream cups, I’ve only included the faces of the mascots in a single color to keep it minimalist. The part where I had the most fun was imagining the mock-up for the food truck. To finish the projet, I had to make the t-shirts, where I chose to represent only the mascots.