Ponte Gelato: A Playful Rebrand of a Legacy

Ponte Gelato, a beloved ice cream shop with over 30 years of history, was originally founded as a father's dream and is now cherished by his son.

The Challenge: Despite its prime location near a school, the brand's outdated identity struggled to connect with the community, leading to stagnation in business. The mission was to honor this legacy while executing a complete transformation to make the brand more approachable and relevant to a modern, younger audience.

I developed a vibrant, playful identity centered around a new mascot to infuse life and personality into the legacy brand.

The Brand Character: An instantly recognizable ice cream cone character was created to serve as the official brand mascot. This friendly figure is perfect for engaging younger clientele and offers versatile visual opportunities for marketing and merchandise.

The new identity system was applied across all physical and digital touchpoints to ensure consistency and maximize exposure:

Physical Branding: The character and new visual language were utilized to design in-store posters and completely wrap the company delivery van, transforming it into a mobile advertisement.

Merchandise & Uniforms: A full suite of branded items, including aprons, t-shirts, stickers, and bags, was designed to create a cohesive look for staff and appealing products for customers.

Social Media Strategy: I provided a strategic proposal for social media content and visual direction, ensuring the brand's new, cheerful personality was consistently reflected from the physical shop into the digital space.