Local legends of Rockaway Queens, The Robinson Family Foods brand expanded its business by creating Gigi's Gelato. Our client needed to create a brand that reflects its people, product, and environment. Gigi's - named after the Robinson Family's youngest daughter, needed a typographic treatment that captured the playful essence of summer, New York City, and Gigi herself. Gelato brands often claim to be fun and colorful, so we needed to be distinct while remaining authentic to the roots of the family's vision and the local community. Gelato can bring people together from all walks of life, reflecting the Queens, NY neighborhood and the broader culture of New York City.

To capture the playful spirit of this BIPOC-owned business, a custom typeface was inspired by the intersection of graffiti culture and the lively nature of joy when you fall in love with the first taste of gelato. The primary color palette evokes those endless summer vibes' ingredients, flavors, and hues. Gigi’s Gelato and its ooey, gooey typeface, reminds the world that life is messy and sweet.

Gigi's is a BIPOC locally owned business. During the development of the brand identity, it was of the utmost importance to combine the practicality of commerce with soul.

The Robinson Family has been an intricate part of the revitalisation of New York's landmark Rockaway Beach, Queens. Whilst the Robinson's view their community as extended family, they are also sensitive to the fact that the community maintains a healthy balance of new arrivals and old families and should be welcoming to all.