DEFINING A NATIONALLY BELOVED TREAT
As a dominate presence in the premium dessert isle, Talenti Gelato & Sorbetto was steadily becoming a house-hold treat. As the growth of their company was inevitable, a stronger brand had to be established prior to the launch of a new product.
BETTER INGREDIENTS MAKE HAPPY SPOONS.
The ‘happy spoon’ mark represents the universal, and simple joy inspired by eating Talenti's gelato desserts. The colorful movement within the primary mark tells the story of our ingredients working together as they create the amazing flavors delivered by our gelatos and sorbettos.
EVERYTHING ABOUT THE NEW TALENTI BRAND IS CUSTOM.
With a color palette inspired by the natural characteristics of each flavor, the Talenti brand language is a forever growing asset for the company. Every flavor has it's own supporting color palette, and brand mark connected to it.
A custom typeface was also developed, inspired by the simplicity of the circle mark to represent the brand name.
EVOLUTION OF THE PINTS
The characteristics of the clear pint container was Talenti's most recognizable feature. Transparency of a brands packaging is a bold and respected element in today's market place. The new design intends to not disrupt the transparent quality.
The happy spoon mark was designed to inject a simple playfulness on the shelf, that can be recognized across Talenti's entire flavor offering.
FINE ILLUSTRATIONS HAVE BEEN ASSIGNED TO EACH FLAVOR TO REPRESENT THE DEDICATION TO ONLY USING THE FINEST INGREDIENTS FROM AROUND THE WORLD.
Fine charcoal illustrations of the ingredients act as support in translating the flavor message. Flavor numbers were also assigned to each product to accurately represent the full family of Talenti products.
The simple, bold, circular mark of the happy spoon is an easily recognizable mark when seen on shelf. Excessive kerning within the flavor description lended itself to easier legibility of the packaging.
The happier spoons message on the right side of the container connects a shared belief supported by the desserts qualities of 'all natural' ingredients.
INSPIRED BY ITALY
Custom patterns were developed based on the shape of the ‘happy spoon’.
QUALITY IS AT THE CORE.
Inspired by the thought of "The Perfect Balance of Ingredients", the Talenti ingredient photography represents a level of quality virtually unseen within the category. Each combination of delicious ingredients is photographed to reveal a beautiful detail within the food.
Motivated by an all natural product. Talenti used real food when shooting the ingredients. By shooting real food, it reveals marvelous imperfections within the morsels.
This extensive collection represents Talenti's true love of the products, and their unyielding standard of quality for their flavors.
REDEFINING THE DESSERT ISLE
The design of the new novelty gelato pops inherited the existing equity of Talenti’s transparent pint packaging. Utilizing a transparent panel of this size made the product a break-thru design success within the frozen packaging marketplace.
Each flavor had a corresponding dessert wrapper that represented the color of the gelato within the rich dark chocolate shell.
The radically different design of the gelato pops packaging easily made it's way on to shelves in stores across the country, setting a new standard in the category.
A BRAND BUILT TO LAST
The extensive new branding consisted of nearly 30 initial color variations of the mark, and a broad arrangement of illustration and photography assets, all housed in a digital brand book/style-guide. This made it easier for all of Talenti’s partners to learn a use the new language efficiently.
As Talenti continues to evolve through all of it's communication channels, a digital style-guide makes it easy to globally update and provide the most current assets to everyone working with the brand.