Starting with the brand messaging, Substance says they determined what the feel of the brand would be and the primary messaging. Once that was established, they brought in hand-drawing expert Mette Hornung Rankin from the Bureau of Betterment to help craft the visual identity. Beyond helping Substance with the logo, Rankin also helped create the visual language through fonts and colors to be implemented in packaging, the Web site, and display materials.
A quote from Rankin on LovelyPackage.com reads: "The final solution was a slightly throwback feel meets sophisticated Italian soda fountain. Custom lettering for the logo was created for a handmade, crafted, boutique feel, and small, scalloped die-cut labels were chosen to allow the product quality to shine through. Many, many, many bars of gelato were eaten throughout the duration of this project."
The product is currently being sold in high-end supermarkets in California and the Western U.S.
Source: Lovely Package
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