Joe Delucci’s gelato branding, by Aesop

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Aesop has redesigned the packaging for Italian gelato brand Joe Delucci’s.

The consultancy has aimed for a “pared back” look, using clear packaging to “hero” the product itself, it says.

The three flavours – coconut, berries & cream and pistachio – use individual typefaces and imagery, but incorporate a consistent graphic device of the logo, shown as a label “stuck in” the gelato.

Danii Kedik, lead designer at Aesop, says: “The clear plastic tubs are unique, with most brands in the category opting for paper tubs – we wanted to create a brand that looked premium yet playful.”

The redesigned packaging is being rolled out across selected supermarket shelves.

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