Several colorful containers of dairy-free gelato flavors on ice, including dark chocolate caramel sea salt, strawberry rhubarb, mango pineapple, raspberry lime, sea salted caramel, and a white flavor, with ice cubes surrounding them.

Righteous Gelato

Brand Identity
Brand Guidelines
Packaging Design
Collateral

2020

Previously known as Fiasco Gelato, the Canadian-born company was ready to spread to the U.S. However, a trademark hiccup meant they needed to rebrand as Righteous Gelato. This gave them the opportunity to re-evaluate the brand identity and put a strong foot forward in their world domination. The name “righteous” has strong links to the surf community, which the brand sees as a significant influence in their corporate culture. A surf flag-inspired logo led the rebrand and introduced a new colour palette as well as a surf and flavour-inspired illustration system.

Work all produced through Righteous’ creative partner, Jack Russell Agency.

  • An image of the Cultural Center.

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  • Three containers of plant-based gelato flavors with colorful abstract background: dark chocolate caramel sea salt, roasted pistachio, and raspberry lime.

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  • A light-colored tote bag with the text "One tiny spoonful at a time" and a graphic of a spoonful of food with a leaf, a small flower, and some blue dots.

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  • A hand holding a stack of three paper cups with a cream-colored background on the left, and an ice cream cone with three scoops of pink and white ice cream on a teal background on the right.

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A container of dairy free chocolate peanut butter surrounded by cocoa beans, chocolate chunks, and cacao nibs on a blue textured surface.
Collection of sixteen plant-based gelato jars with various flavors, including salted hazelnut, roasted pistachio, peanut butter and jam, dark chocolate, Earl Grey lavender London fog, chocolate peanut butter, zesty lemon, strawberry rhubarb, strawberry freeze, caramel sea salt, sea salted caramel, mint chocolate stracciatella, matcha green tea honey, frozen hot chocolate, toasted coconut; all jars have black lids and labels displaying flavor names.
A collage of six images featuring dairy-free frozen desserts. Top left shows hands opening a jar of peanut butter with a frozen dessert cup nearby. Top center displays a hand holding a jar of dark chocolate-flavored dairy-free frozen dessert. Top right features a jar of strawberry rhubarb-flavored frozen dessert with slices of watermelon in the background. Bottom left shows a jar of bourbon vanilla bean frozen dessert on a desk. Bottom center showcases a tub of peanut butter and jam-flavored dairy-free frozen dessert with slices of dessert nearby. Bottom right reveals a cooler filled with various tubs of dairy-free frozen desserts.
A collection of nine pages from a magazine or booklet featuring various designs, texts, and images. Some pages contain illustrations, a photo of an ice cream cone, a timeline, and a person holding jars. The layout includes colorful graphics, text blocks, and lists.