Gelacto Brand Identity Development

Gelacto was born from a passion for transforming everyday moments into unforgettable experiences. Specializing in ice cream and frozen desserts, the brand brings together innovative recipes, beloved traditional flavors and fresh, natural ingredients.

Its name captures that essence: “Gel” from frozen treats and “Lacto” from milk-based products. Together, they form a distinctive identity rooted in flavor, freshness and enjoyment.

The creative challenge

The goal was to create a brand identity that would stand apart from conventional ice cream brands while communicating the playful, indulgent and natural qualities of Gelacto's products.

Rather than relying on familiar category clichés, we developed a visual language inspired by the ingredients, textures and movements involved in making ice cream.

The visual identity

At the heart of the identity is a custom symbol built around the letter “G”. Its composition brings together the shape of a popsicle with visual references to ice cream and fruit. An integrated leaf reinforces the brand's connection to natural ingredients.

The typography introduces movement and fluidity, drawing inspiration from the gestures of a spatula and spoon working through creamy desserts. Its organic forms echo the curves of fresh fruit and the smooth textures of ice cream, creating a distinctive and expressive wordmark.

The result

A cohesive visual identity that balances contemporary design with warmth, freshness and personality. Every element was created to make Gelacto recognizable, communicate its product philosophy and turn simple moments of indulgence into a memorable brand experience.