The objective was a mark that felt sophisticated and European-inspired, while keeping the warmth of a handmade brand — using "Est. 2013" as a signal of experience, and treating the wordmark almost like a signature of craft. The main challenges: balancing two very different personalities (ornate/European vs. artisanal/handmade), fixing a legibility issue where a decorative serif was being misread, and avoiding a direction that skewed the brand too young.
Stage 1 explored both territories across six logo concepts — a Renaissance-inspired curvilinear mark, a minimal modern version, a heavier traditional style, an Inca-architecture-inspired build, a relaxed handmade script, and a calligraphic side exploration.
Stage 2 consolidated feedback into the last proposal, the final logo: the weight and structure of the traditional/artisanal option, uppercase lettering for legibility, softened serif detailing, and the "Atelier Gelato" script lockup carried over from the handmade direction — extended into a five-colour palette, a standalone monogram, and applied across packaging, apparel, and mockups.
The final identity strikes the balance Bumk was looking for: mature and detailed enough to read as an established, authored brand, but still warm and tactile enough to represent handmade gelato. Rather than defaulting fully to the European or the artisanal route, the strongest solution borrowed structure from one and emotional warmth from the other — a hybrid neither exploratory direction reached on its own.
It's a good example of how specific, targeted feedback — a misread letterform, an audience-mismatched tone — can sharpen a broad creative exploration into one final, functional brand mark.
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Branding / Digital UX/UI / Marketing
