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GG’s Gelato

Sun, sea, sandals n’ sundaes…

  • Brand identity
  • Environmental
  • Illustration
  • Packaging
  • Food & drink
GG’s Gelato

Sun, sea, sandals n’ sundaes…


Swinging open its fridge doors in the summer of 2019, GG’s (Gower Gelato) is a new gelato brand and parlour in the refurbished Estuary restaurant in Penclawdd on the north of the Gower peninsula, Swansea.

With big ambitions to fill freezers and take on the ice cream big guns of south Wales and beyond, the founders Chris and Emily sought a big bold brand with a personality and stand-out appeal to match their passion and craft. They asked us to help name and bring to life their vision — creamy, playful and spirited,with a big dollop of happy. We built a brand strategy which therefore positioned GG’s as a fun and playful brand, a clear purpose centered on creating everyday shared happiness around each scoop.

packaging range design

There can’t be many things in life that brings smiles and joy to folks young and old in the same way as ice cream and it’s creamier cousin, gelato. And with gelato typically offering fewer calories, less sugar and lower fat content, it’s happier still. So our logo reflected this — smiles nestled in the elbow of the ‘g’s’, forming an lickable scoop of an identity…

van livery
brand assets
brand assets
brand assets


Accented by soft pastel colours, patterns and textures, simplicity is the hero. As the brand grows beyond its bricks and mortar confines, into tubs, supermarket freezers and homes, an asset library of quirky, chirpy animated characters can grow with it. 

This spirit provides basis in developing a distinct and stronger brand identity that was applied to the store experience, packaging, and motion graphics. Detailed brand guidelines were also written to align everyone involved in the implementation of the rebrand.

gg's illustration
We wanted a look that gave us both mass-appeal, captured the joy we put into our gelatos and stood out against what everyone else does. We’re really pleased with the result and after a lot of work can’t wait to see where we go. Emily Mabbett, Co-Founder