Straight Forward Design has developed a brand and packaging format for the launch of plant-based gelato manufacturer Gigi.

The Italian company’s gelato is prepared with cold-pressed fruits and vegetables to preserve the goodness, while production processes are intended to ensure a rich and creamy taste.

British agency Straight Forward Design developed the brand and packaging appearance to showcase Gigi’s key characteristics of health and indulgence.

Gigi chief executive officer and co-founder Zeno Tosoni said: “Gigi is all about showing that healthy can be rewarding. We needed a brand and packaging design strategy to convey that message to shoppers, who are faced with an increasingly crowded ice-cream category.

“Straight Forward Design has created a solution that combines immediate taste and health cues with a strong brand presence.”

Based on Italian design, the hand-painted watercolour illustrations of Gigi gelato reflect the company’s natural, plant-based ingredients and flavour combinations.

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Gigi product names are formatted in what is intended to be an open and friendly font that the company claims reflects the brand’s authenticity.

Soft colour themes are used in the illustrations, with the product’s image on the pack showing that it has a traditional ice cream-like texture.

The combination of brand identity and product story using illustrations is expected to create brand-blocking opportunities and allow Gigi to grow.

Straight Forward Design creative director Mike Foster said: “We sought to find a sweet spot between the two and developed a new visual language to support that.

“A lot of non-dairy ices are full of unhealthy ingredients, so it was important to set Gigi apart and create a strong foundation for future growth.”

In the Netherlands, Gigi is available at Albert Heijn, Lidl and Hoogvliet stores. The product is expected to be introduced in the UK later this year.

Gigi chief operating officer and co-founder Ralph Barkmeijer said: “Gigi is carving a new niche for itself in this cluttered arena, and Straight Forward Design has developed a look and feel that helps it stand apart while celebrating the fact that this it’s healthy, vegan and delicious.”