Artico Gelateria
Brand Identity

Brand Identity, Packaging & Art Direction

Client
Gruppo Artico 

Creative/Art Director 
Luigi Durante

Graphic Design
Luigi Durante
Michele Viscomi

Copywriter 
Mariagiulia Leuzzi

Collaboration 
Photography 
Federico Bontempi

A place of experimentation and creativity, a forge of ideas, Artico is a gelateria of excellence based in Milan. In addition to being a training school and talent incubator, the Artico Group includes as many as four gelato shops in Milan, each with an open laboratory where ice cream is created under the banner of dedication, sustainability, and quality raw materials.

For the rebranding project commissioned to Drogheria Studio, we highlighted the idea of craftsmanship, creativity, innovation, and product quality to enhance the excellence and positioning of the brand. Emphasizing the sensory and artistic nature of the product, we created a new visual identity that features handmade patterns. Shapes, colors, words, and icons are articulated in a coherent narrative through the gesture of a brushstroke that recalls the texture of ice cream. In this way, all materials dialogue with each other, converging in expressive communication to engage the customer in a 360-degree multisensory experience.

A strategic intervention also involved the payoff, which was completely reimagined to express the essence of the brand in a deeper and more authentic way. This is not simply a copywriting choice, but a real branding operation: Gelato Artigianale Contemporaneo [Contemporary Artisanal Gelato]. This expression synthesizes Artico's identity, playing with the name itself and giving it a new meaning, capable of communicating a reality in which craftsmanship and technical knowledge blend with constant research and a passion for experimentation.