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Coniglietto Gelato

I was tasked with designing a logo and brand language for an ice cream shop owned by an Italian couple called Coniglietto Gelato. ‘Rabbit’ and ‘Ice Cream’. Perfect. I knew exactly what to do.

With support and approval from the client we developed the logo based around a cute bunny. The fun part was trying to incorporate the ice cream. After many sketches and a few brainstorming meetings we worked our way to the final version you see here. I knew early on that I wanted the logo mark to be simple, modern and with strong, thick lines. Also, it was vital that it be cute. We wanted a distinct range of defining colours that would be used to separate not only the materials and marketing campaigns, but to separate flavours and types of ice cream.

Brief / Challenge

Coniglietto Gelato is a charming Italian gelato brand that needed a visual identity as delightful and indulgent as its product. The client’s vision centered around light-heartedness, tradition, and premium feel — and I was tasked with bringing that to life through a playful yet elegant brand concept. The challenge was to design a brand that’s cute (inspired by a bunny), but not overly childish; stylish, but approachable; visually distinctive on shelf while fitting into the world of artisanal Italian gelato.


Role

As lead designer at Érimón Studios, my responsibilities included:

  • Concepting and naming (or refining) the brand identity

  • Designing the logo (featuring the “coniglietto” / bunny mascot)

  • Defining a colour-coded visual language for different gelato flavours

  • Creating packaging & label design for tubs or cups

  • Developing a cohesive brand system (typography, icons, layout, brand tone)


Process

  1. Concept & Ideation
    We explored a motif around “coniglietto” (little rabbit) — a mascot that feels friendly, playful, and a little whimsical, but still elegant to suit a premium gelato.
    I developed initial sketches combining rabbit silhouettes, gelato scoops, and delicate forms evocative of Italian craftsmanship.

  2. Logo Development
    I created several logo directions: some with full-body rabbit illustrations, others with minimal rabbit ears or abstract shapes.
    Through feedback and refinement, we landed on a refined bunny mark that feels iconic — friendly and instantly recognizable, without leaning too cartoonish.
    The logotype complements the rabbit symbol with soft but slightly refined letterforms, giving a handcrafted yet professional feel.

  3. Colour Palette & Visual System
    I developed a colour palette that is both cheerful and sophisticated: pastel tones for individual flavours (e.g., pistachio green, strawberry blush, vanilla cream) plus rich accent colours to evoke high-quality gelato ingredients.
    The colour system is flavour-coded: each gelato variant has its own signature hue to help customers instantly distinguish between offerings, while staying cohesive in the larger brand system.

  4. Illustrations & Graphic Elements
    I illustrated simple, elegant motifs: rabbits, gelato scoops, and ingredient-based icons (like nuts or fruit) to give packaging life and narrative.
    These illustrations serve on packaging, menu designs, and promotional materials — reinforcing brand personality and building a visual story.

  5. Packaging & Labels
    Designed gelato tubs (or cups) with the bunny icon, flavour name, ingredient illustration, and colour-coded brand colour.
    The layout balances playful elements (rabbit, illustrations) with functional information (nutrition, flavour) in a clean, readable format.
    I considered both visual appeal on shelf and practical production concerns (print, material, legibility).

  6. Refinement & Production Preparation
    Mock-ups and prototyping to test how the designs work in real life — ensuring the bunny remains distinct and legible on packaging, and that colour choices translate well to physical materials.
    Iterative feedback with the client, refining illustration scale, label hierarchy, and packaging structure.


Solution / Outcome

The final brand for Coniglietto Gelato is fresh, friendly, and delightfully premium. The bunny icon (coniglietto) becomes the heart of the visual identity — a memorable mascot that evokes playfulness and warmth without being childish. The colour-coded palette provides a clear system for different flavours, making the line visually cohesive yet distinguishable. Packaging design is elegant and functional: the rabbit and ingredient illustrations add character, while the layout ensures important product information is clear and branded consistently.


Impact (Design‑Led)

  • Coniglietto Gelato now has a strong and unique brand identity that stands out in the gelato market, combining charm with sophistication.

  • The mascot and pastel colour system help with shelf differentiation: customers can easily identify flavours, while the overall brand feels unified.

  • The brand system is flexible and scalable: new flavours or limited editions can be added easily by plugging into the colour + icon framework.

  • The identity supports both consumer appeal (fun, cute) and brand credibility (premium, Italian tradition).


Lessons Learned & Best Practices

  • Mascots need balance: A cute character (like a rabbit) works best when paired with clean design and refined type.

  • Colour coding adds clarity: Using a palette where each flavour has its own hue makes product navigation intuitive.

  • Simple illustrations go a long way: Minimal but meaningful icons and motifs reinforce brand storytelling without clutter.

  • Packaging is a story: Design shouldn’t just be pretty — it has to communicate, inform, and delight.

  • Scalability matters: Build visual systems that can grow with the brand — more flavours, special editions, seasonal offers — without needing a full redesign.

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