Istanbul's first & freshest plant-based Gelato


Client: Loved

Focus: Brand Strategy, Brand Identity

Istanbuls first plant-based gelato opened it's doors in the bustling neighbourhood of Beyoğlu and operated as a brick and mortar gelato shop. They came to me with a logo that they loved (and that needed a tweak or two) and needed their identity developed into something far more in-depth and practical. They were also changing their business model to be subscription-based where people could order tubs of their ice cream for delivery in and around the city;

Their target market - female affluent ex-pats and digital nomads looking for something fresher, healthier and something to remind them of home.
With Loved's energy we wanted to be vibrant, fun and eye-catching as currently, there simply isn't anything like this in Turkey.

For their brand graphics I created a set of symbols that consisted of lots of minimalistic fruit shapes, and various other symbols that represented their classic, tropical, indulgent, sugar free and more flavour profiles. They now have a versatile icon system that they can put together themselves to represent each and every flavour they make, or put various symbols together to create a fun and
eye-catching aesthetic.

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