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. Looking for a brand ID & typographic treatment that captured the playful essence of summer in NYC.

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.

Gigi's - named after the Robinson Family's youngest daughter, needed an identity that captured the playful essence of summer, New York City, and Gigi herself.

The creative idea was inspired by Gigi's glorious gelatos melting into a delightful ooey gooey mess, combined with the melting pot that is New York's landmark Rockaway Beach, Queens. We balanced upholding company and community values while staying authentic to its neighborhood vibe, and created an identity to unite people whilst reflecting the proud roots of Gigi's local neighborhood flair.

To capture the playful spirit of this BIPOC-owned business, the brand identity 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 custom typeface, reminds the world that life is messy and sweet.

Our graphic device became symbolic of gelato representing the literal & figurative mess that is life.

While the impression rate is smaller than a larger brand launch, Gigi’s saw a 45% increase in sales once the brand ID was launched. Promotion of the brand was significantly strong when cross-referenced on the Robinson Family Food’s (RFF) other brand social media sites averaging almost 167% higher likes and impressions in the early stages of launch. As of December 2022, the brand’s social media impact was still receiving positive responses through RFF’s social media despite being 'off-season' for their proposition. Their Instagram following has also increased by 400%.

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.