The Situation

Eataly's Gelato counter needed a fresh, appealing brand redesign across multiple locations, including San Jose, Los Angeles, New York, Dallas, and the upcoming Chicago store. The challenge was to transform an outdated, plain counter into an eye-catching, stylish space that fits the ice cream theme without being overly cheesy.

The Creative Concept

Less Than 3 developed a completely new visual identity for the Il Gelato counter, including a custom pattern, color combinations, and a neon logo. The custom-made neon sign and hand-painted stencil graphics created a unique and cohesive look. The design aims to be timeless and adaptable for all North American Eataly stores.

The Result

The revamped Il Gelato counters now feature a vibrant, sophisticated design that attracts customers and enhances the overall shopping experience. The new look successfully modernized the space while maintaining the fun and indulgent spirit of gelato.

Photos: Yekaterina Gyadu