The Australian marketplace has also become a little crowded and with research showing consumers readily relate gelato to its Italian origins, a new brand strategy was required to increase market share.
Our challenge lay in balancing the brand’s heritage and authenticity with a contemporary narrative that would increase both customer and franchisee engagement. Measuring existing brand equity, we had to ensure we maintained the most valuable elements moving forward. Ultimately the reinvigorated brand needed to convey happiness and fun – the two key emotional benefits of consuming gelato.
From refined logo mark & colour palette, new retail fit outs, menu boards & flavour tags, key promotion campaigns and packaging, the rebrand has seen an increase in both online & offline growth. Gelatissimo has also celebrated new business development, strategic partnerships, collaborative alliances, and an increase in customer & franchisee engagement.