Bellany targets gelato lovers who are willing to spend a little more to indulge in all-natural ingredients quality gelato. The Gelato Shield design rewards its loyal customer base with a thoughtful user experience. And attracts new customers from the campaign’s word-of-mouth.

Bellany, a premium brand of gelato in Vietnam, wanted to create a user experience at the consumption stage that will elevate the brand above other international gelato brands in the country.

The idea was to elevate the user experience at the consumption stage. We created three promotional limited edition designs: bronze, silver and gold. Bronze is for classic. Silver is for premium. And gold is for gourmet. Each color acts as an ‘incentive’ to upgrade to a more premium flavor. Each cone wrapper design showcases Bellany’s natural ingredients. The Gelato Shield design is used each time a customer orders gelato on a cone.

Bellany turned the ubiquitous gelato cone wrapper that is normally discarded into a design showcase. The design raises the luxury level of Bellany against all the other international gelato brands that offer their customers a pitiful serviette to wrap around their cones. The Gelato Shield design gives the brand an opportunity to create a user experience that is worth sharing on social media.

An average of 25% of customers ordered a gelato cone per store and kiosk as compared to the average of 17% before the launch of the Gelato Shield.

When we enjoy gelato on a cone, the melting gelato will drip all over our hands. This annoyance is accepted by all gelato lovers the world over. But why must this be so? Can we solve this problem from a design angle?