Alata is the new ice cream venture created in Goiânia by award-winning Chef Ian Baiocchi. "To make the world dream of ice cream" was the opening statement and starting point for the brand strategy.
Being one of Brazil’s top chef, his entry into the ice cream market had to be a big splash. Haute cuisine and an experimental vein are the product’s big idea.
For the logo, a bit of what was to come: simplicity with a twist. An upside down ice cream cone with a smile at the scoop. It looked like a smile and became affectionately known as “the Palhacinho” (the clown)!
The quirky proportions of Platform (by Commercial Type), “default” style RGB colors and iconography lead the graphic standards.
Branding and architecture set the tone. Ian strives to make the best ice cream in Brazil and, why not, the world. The language we developed gives the "fun surreal" tone that is on the heart of their purpose.
Packaging
In packaging design, we needed two different systems: in-store and retail – where brand experience is not so complete and there is much more competition for attention.
In retail, immediate impact and the need to visually lure and indulge the shopper are vital elements. We created a mandala system with bits and pieces that compose the flavors to organize and inform. This system, together with big shots of color and the recognizable Alata logo makes it easy to extend the line, helping customers to immediately identify Alata anywhere.
"This ice cream jar contains a little bit of what is best in our world: color, joy and bursting flavors! We reinvented some of the most iconic ice cream flavors you know and created new ones that we would like them to become your favorites. To do that, we use advanced culinary techniques and the best ingredients out there. Only the our best combinations get to leave our kitchen and see the light of day. Here we bring to you joy and our wish to make the world dream of ice cream."
Ian Baiocchi
Alata has become a must-go place in Goiânia ever since its opening. New stores and creations are happening, making the world dream of ice cream one sweet scoop at a time.
Credits
Creative Director: Rodrigo Saiani
Strategy + Content: Ana Laura Ferraz, Gabriel Mesoma, Rodrigo Saiani, Valter Vinicius Costa
Naming: Isabella Gondim + Plau
Design: Aline Caruso, Ana Laura Ferraz, Carlos Mignot, Gabriel Mesoma, Rodrigo Saiani e Valter Vinicius Costa
Mural: Bicicleta Sem Freio
Architecture: Diego Mendonça
Photography: Declieux Crispim
Typefaces: Platform, @commercialtype
Strategy + Content: Ana Laura Ferraz, Gabriel Mesoma, Rodrigo Saiani, Valter Vinicius Costa
Naming: Isabella Gondim + Plau
Design: Aline Caruso, Ana Laura Ferraz, Carlos Mignot, Gabriel Mesoma, Rodrigo Saiani e Valter Vinicius Costa
Mural: Bicicleta Sem Freio
Architecture: Diego Mendonça
Photography: Declieux Crispim
Typefaces: Platform, @commercialtype
