Agency: BasileADV
Type Designer: Resistenza – Giuseppe Salerno
Location: Italy
Project Type: Produced
Client: Aloha Artigiani del gelato
Product Launch Location: Global
Packaging Contents: ice cream
Packaging Substrate / Materials: Paper

When “gelato” is love it’s easy to fall in love with the overwhelming taste and inviting appearance, especially when the historic Aloha gelato shop does it.

A project that reflects a concept of happiness, which leaves room for a Roman flavour inherent in the territoriality of the place and which gives emotions even before being able to taste any type of gelato. Basile Adv & Resistenza have combined their skills to create work with a solid, original path and well rooted in the origins of a company that boasts 30 years of activity. From its soft, harmonious shapes and at the same time with a firm and energetic character, the lettering is designed and based on Roman capitals, but with a more pronounced and thicker serifs and much more organic features, as can be seen in the horizontal bar of the ‘H.

In order to maintain this contrast of sweetness and strength together, the two final A’s are designed trying to recall some elements of the Art Nouveau style. An almost “creamy” representation that visually brings back to what one then experiences while enjoying a good ice cream, theirs.

Following a process strictly influenced by Romanism and the tradition of the territory, a brand of extraordinary prominence is included: a golden palm, circumscribed in the void of the O of the lettering. Symbol that evokes life, prosperity and triumph, the palm raises a fine and shining image given above all by its color, chosen to illuminate the whole result and foretaste an elegant appearance, enriched by the rays around it.

Youthful, fresh but with the spirit of its origins always present, Aloha represents a gem of Irpinia production that emanates uniqueness and grace from every detail.

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