Rebranding La Carraia Gelaterie
A rebranding initiative to better reflect what makes the gelato shop truly unique: its high-quality products and strong connection to Florentine heritage. La Carraia is a family-owned business based in Florence, and their gelato is made using traditional Italian methods and authentic Italian ingredients.​
Keywords: Florence, Variation, Tradition, Creamy and Natural. Target Group: To stand out from other gelato shops in Florence, this rebrand will focus on a more refined and sophisticated target audience — people who value, appreciate, and wish to support high quality, small businesses, Italian traditions, and natural ingredients.​ Mockups: A gelato cookbook customers can buy, focusing on traditional Italian gelato-making methods. Postcards customers can buy, with old pictures of Florence. Pastry box, as they also sell various pastries. Student individual project.
Process
I chose to create a new pattern inspired by a traditional pattern from Florence. The color choices are inspired by the same pattern. The colors are meant to symbolize Florence’s traditional hues, heritage, creaminess, variety, and naturalness. The light yellow base color, used as the background, is intended to represent creaminess and gelato.
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The font Garamond ATF Micro Medium is traditional and conveys a classic, timeless style. It is fairly bold to give a natural, hand-painted appearance. I chose to use only one font to maintain a consistent tone and avoid conveying mixed messages.
New Logo Old Logo
