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Strategy, Branding, UX/UI, Development
Aarts is a multi-disciplinary brand strategy and design agency specializing in branding, web, and motion. We focus on crafting exceptional experiences for brands to connect with their audience and gain a competitive advantage. We work meticulously with brands to help them streamline and clarify their positioning through strategic brand consultancy, identity development, collaterals, and design guidance.
Aarts Creative Consultancy did a great job — we were really impressed with the logo and design work."
Throughout the project, Aarts demonstrated their knowledge and experience of working with a startup brand.
While Giani's was one of the most loved brands among its customers, the identity was unable to express the experience its customers used to have in the store. An experience of hanging out with the loved ones, celebrating, sharing emotions, etc. Basically, opening up over an ice cream
Giani's Logo Explanation
Open Up Over an Ice Cream
We designed the identity forming the brand initial through an opening ice cream cup to communicate the new story in an abstract manner. The letter g and red color was retained from their previous identity, however simplified geometrically to provide it a modern avatar that was ready for national and international markets.
In its history of 60 years, this was the first time Giani's planned to sell its products in the general market, where it had to compete with other established national and international brands. Thus, needed a disruptive product design.
Giani's Packaging Mockup
Bold, Vibrant, Legendary
In order to stand out in the crowd of other brands, we came up with an unconventional design style, in which the product name was written in a vertical fashion to cover maximum surface area and provide it a bold look that could attract the customer from a distance. The vibrant range of colors were used to provide it a fresh and tempting feel. We also introduced a playful text pattern in the lid to subtly hammer the legacy of the brand in customers' minds.
A range of creatives were created for the store to tell the new story of the brand, and engage the customers.
The website was revamped to showcase the new brand identity, products, stores, and franchise inquirWebsit
The brand is now a national sensation. It has started putting up its feet in the international markets.