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Brand Identity & Packaging — 2025
Scooped is an artisan gelato brand built around a bold checkerboard system across seven flavours. The identity needed to be playful without being childish — premium without being pretentious.
Gelato branding often goes one of two ways — Italian heritage and script type, or pastel minimalism. Scooped needed a third path: bold, graphic, and immediately recognisable on a shelf crowded with sameness.
A checkerboard system as the core graphic device, with a distinct colour palette assigned to each of the seven flavours. The pattern scales from cup to packaging to shelf environments, creating a cohesive brand world that's impossible to miss.
Logo system, seven-flavour colour system, primary packaging, secondary packaging, shelf environment, brand guidelines.
Mapped the competitive landscape of premium gelato and ice cream brands. Identified the gap between heritage-Italian positioning and generic minimalism — and set Scooped squarely in bold, graphic territory.
The checkerboard emerged as the central device — flexible enough to carry seven distinct flavour expressions while maintaining a cohesive brand identity. Each flavour gets its own colour pair applied to the pattern.
Primary packaging developed across cup sizes and lids. The checkerboard wraps the container fully — bold on the shelf, legible in hand. Secondary packaging explores how the system extends to boxes and carry bags.
Extended the system to shelf environments, digital templates, and brand guidelines. The goal was a complete brand world — not just packaging, but a coherent visual universe the brand could grow into.
Primary packaging — checkerboard system across the full seven-flavour range. Each colour pair is distinct on the shelf and immediately identifiable.
Individual flavour expressions — the checkerboard shifts colour while the structure stays consistent across the full range.
Secondary packaging and shelf environment. The system holds at every scale — the checkerboard becomes a visual signature across the full retail context.
Full brand world overview — identity, colour system, packaging, and shelf environment.