Straight Forward Design creates packaging for gelato brand Gigi

Plant-based Italian-style gelato brand Gigi has launched to market with packaging design by London agency Straight Forward Design.

Made with cold-pressed fruit and vegetables, the gelato has been developed using a “cutting-edge production process” to impart a “creamy” taste.

Flavours include mango, passion fruit and fennel; orange, ginger and carrot; and strawberry, blueberry and beetroot.

Taking inspiration from heritage Italian design cues, the Straight Forward Design team has used hand-painted watercolour illustrations to celebrate Gigi’s natural, plant-based ingredients and make a virtue of its flavour combinations.

Soft colourways have been used to support illustrations and make each variant stand apart, while offering cohesion across the whole range. An image of the product on pack aims to show an authentic ice cream-like texture.

Gigi is available at Albert Heijn, Lidl and Hoogvliet stores in the Netherlands, with a UK roll-out planned for later this year.

Zeno Tosoni, CEO and co-founder of Gigi, 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.”

Mike Foster, creative director at Straight Forward Design, said: “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.”

Gigi COO and co-founder Ralph Barkmeijer added: “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.”

Gigi is available at Albert Heijn, Lidl and Hoogvliet stores in the Netherlands, with a UK roll-out planned for later this year.