From the sixties to the nineties, Eldorado was the most important producer of packaged ice creams in Italy. In 1998 it was incorporated in the Algida brand, but its memory is still persistent and it brings to mind emotions and fells for the old clients. Its heritage is still important nowadays because in the past the company has covered a social role.

We were asked to find a new way of communication to reintroduce the brand on the market, so we started our analysis with a deep research of what the brand was and what it has done, in order to identify the values and the characteristics we could have leveraged in the communication.

After creating a brand book, dedicated to the history of the brand and which summarizes the new values chosen, we designed a brand magazine called "Fun", which contained many stories related to the world of childhood and play properly of our brand, a short video conveys the Eldorado's sphere of values and which represents its core. These artifacts define and narrate the brand identity; a designer who looks at the meta-design projects can use the information achieved to concept the future communication works.

When the brand was shaped, we created a content strategy that could allow its return to the native fame. A video teaser about untouchable superheroes wandering in Milan and moved with a colorful bus to our event "EldoComic" was thought to be spread on social to increase interest and hype for the comic event. The event, taking place in Fabbrica del Vapore, includes ah exhibition of Jacovitti's drawn, many stands of comics, some meetings with famous Italian cartoonist, and a comics workshop for some students previous selected. The winner of the contest will give Eldorado a new "mascot", whom comics will begin to create.