Talenti
At the beginning of 2011, Talenti Gelato was not a widely known name brand; it was an irresistibly delightful dessert product that could be found on the shelves of some national retailers.
Other players in the frozen dessert category were developing more complex and outlandish flavors and ingredient combinations trying to chase down market leaders like Ben & Jerry’s. And the novelty aisle was starting to take over the freezer section with more and more new entrants, eliminating shelf space for smaller pint size packaged brands.
Meanwhile, there was a growing demand for “All Natural” labeling in other food categories and momentum was building behind foods with simple, traceable, high-quality ingredients. Talenti was uniquely poised to lead the charge for clean label food in the dessert space. With a focus on delivering delight and transparency leveraging best-in-class ingredients, and ethical business practices, they’ve created a dessert with a passionate following.
Shift in Strategy
Talenti’s clear pint container was its most recognizable feature. In fact, more customers knew the brand by its package than by the company name. Talenti customers loved that they could see the actual chocolates, pistachios, and peanut butter swirls through the clear container.
One part of our strategy was to build on the most visually recognizable elements of the brand identity, simplify the mark to accentuate the joy of eating gelato, and put less focus on the italian brand name. So we created an identity system that expands across a broad range of flavors and product extensions.
Another part of our strategy was to extend into the novelty frozen dessert aisle by inventing a companion product: the gelato pop. By expanding the footprint of the new Talenti brand, we increased brand recognition and affinity.
Through brand and packaging language, Talenti established the “All Natural” category in the frozen dessert aisle by selling more flavor options and products into retailers.