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.
Silver Winner of the Melbourne Design Award 2016 for Graphic Design — Illustration and Type
The new brand needed to work across independent gelateria shops to be rolled out nationally, as well as incorporated into the existing Gradi restaurants. 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 independent 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.
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 fresh green colour 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.