Joe Delucci’s Italian gelato hits supermarket shelves
Joe Delucci’s has engaged brand storytellers Aesop Agency to create fresh, premium packaging for the Italian gelato brand.
Clear tubs allow the product to become part of the design with a number of design cues that communicate the look and feel of an authentic Italian gelataria incorporated into the pared back packaging.
Available in three flavour variants – Coconut, Berries & Cream and Pistachio – the unique character of each flavour is communicated through bespoke copy, individual typefaces and imagery. The brand name, depicted as a label stuck into the gelato, features across all three variants to help create a coherent brand.
“The clear plastic tubs are quite unique in the category, with most brands opting for paper tubs,” explained Danii Kedik, lead designer at Aesop. “We wanted to create a brand that was premium, yet playful, ensuring that the personality of the brand comes through and the product speaks for itself.”
Aesop has also helped define the Joe Delucci’s brand story, tone of voice and on-pack copy. The range is now on sale in Tesco stores.