Gigi, a pioneering plant-based Italian-style gelato brand, has made its debut with an innovative brand and packaging design crafted by London agency Straight Forward Design.

Recognizing the burgeoning interest in plant-based eating, Gigi seized the opportunity to fill a gap in the market by offering gelato made from cold-pressed fruit and vegetables, utilizing cutting-edge production processes to deliver a rich and satisfying taste experience.

Straight Forward Design understood the revolutionary nature of Gigi’s product and sought to create a brand and packaging identity that reflects its category-changing status. By blending design cues of health and indulgence, the packaging effectively communicates to consumers that Gigi gelato is both nutrient-rich and delicious.

Zeno Tosoni, CEO and Co-founder of Gigi, emphasized the brand’s mission to showcase the rewarding nature of healthy eating amidst a crowded ice-cream market. He praised Straight Forward Design for developing a solution that combines immediate taste and health cues with a strong brand presence.

Mike Foster, Creative Director at Straight Forward Design, highlighted the agency’s goal to strike a balance between indulgence and health, creating a visual language that sets Gigi apart from other non-dairy ice cream products.

Inspired by heritage Italian design, the packaging features hand-painted watercolour illustrations that celebrate the natural, plant-based ingredients and showcase the intriguing flavour combinations. The product names are presented in a friendly font, conveying brand authenticity, while soft colour palettes distinguish each variant while maintaining cohesion across the range.

Ralph Barkmeijer, COO and Co-founder of Gigi, expressed his satisfaction with the brand’s unique positioning in the competitive market. He credited Straight Forward Design for developing a look and feel that distinguishes Gigi as a healthy, vegan, and delicious option, praising the agency’s global brand and marketing expertise for guiding the start-up towards success.