Brand strategy, nomenclature, visual identity and packaging for a new quick-service restaurant chain offering healthy fast food in Bangalore, India.
The founder, Bala’s idea is to bring in the authentic Italian ice-cream from the famous Gelato Factory, Auroville; Add some homemade nut-butters, jams and fresh juices to the menu, and start multiple small joints across the city.
The name was sprouted from this concept itself—gelato, And Everything Nice. It intends on being very conversational and candid, hoping to bring a smile on your face. Maybe, draw a feeling of nostalgia among the 90s kids by reminding you of ‘sugar, spice and everything nice!’
And Everything Nice is not a celebration of something grand; it’s an acknowledgement of something small. It is a simple, genuine, (I’d call it an) ordinary emotion of happiness. It’s about sharing a moment of delight with yourself. The most comfortable conversation, where you don’t have to construct your sentences, have the pressure to communicate or justify your thoughts. You can be vague, you can be stupid, you can effortlessly be you. And Everything Nice is that reflection of oneself. It is that happy home-like feeling which you share with yourself. It is much more personal; it has a sense of comfort and settlement; like a mindful pause.
The identity is thus a balanced and restful composition designed using Adobe Jenson Pro, an old-style serif typeface which reflects the brand’s organic elegance. It quite uniquely uses the letters as a texture to form the unit.
The visual language reflects your headspace—a soothing and light ambience created using floaty illustrations to imitate how we visualise things in our minds. It brings us closer to us, invoking a feeling of oneness. An expressive, cheerful typeface has also been added to simply depict the randomness and fun of having a conversation with yourself.
Just like the name, brand’s communication is very candid and conversational. It doesn’t try to be poetic or say a lot, using only a few words. It talks like how normally people talk—no exaggeration, no sugar coating.
No
‘It’ll blow away your mind’, or ‘we present you the authentic finely crafted 100% real Gelato’. Or ‘Its a culinary delight’.
Yes
‘We’ve really good flavours of fresh gelato’ and ‘Simply a happy meal’ or ‘It’s peanut butter jelly time!’
