Visual identity

GELATO LITHO

Luxury in‑hotel activation

Overview

Deliverables:
· art direction
· naming & copy
· visual identity system
· packaging design
· campaign rollout
· in‑hotel activation

#Experiential Activation #Integrated ADV #product launch strategy agency #integrated communication studio #marketing agency for premium property #high-end product storytelling #luxury object brand transformation

THE CHALLENGE
Commissioned to craft a headline‑grabbing ADV for a five‑star Aegean resort’s luxury shop, we needed a hook that lived up to the nightly rate and the marble‑white architecture. Our answer: “Gelato Litho,” a vision‑capsule of slab‑shaped bars, terrazzo‑flecked like Cycladic rock. An edible prop engineered for camera lenses first, taste buds second. One scroll‑stopping concept to launch the season’s most talked-about promotion.

STRATEGIC INSIGHT
Design sells desserts. 71 % of luxury‑travel social posts that mention Greece also feature a design element alongside food imagery (Sprout Social, 2024). Meanwhile, the global gelato market is forecast to jump from $3.4 B (2024) to $5.9 B by 2033 (CAGR 6.2 %). TikTok’s #gelato sits at 7 B+ views—proof that texture‑driven visuals cut through the scroll.

THE IDEA: GELATO LITHO CAPSULE
“Litho” comes from the Greek lithos (λίθος), meaning “stone, rock.”
GELATO LITHO is a travel memory made to be posted. It's a hand-crafted rectangular gelato bars laced with crunchy inclusions (meringue, pistachio, coconut) that mimic the speckled terrazzo of Cycladic villas. Stacked like tiles, they become edible architecture and an instant photo prop.

EARLY METRICS*
• 3.1 M organic impressions in first 12 weeks
• +28 % average F&B ticket at gelateria counter
• 11 K saves / 7 K shares on IG launch carousel
• Earned‑media pickups: design & lifestyle verticals (Wallpaper*, Condé Nast Traveller)
*Benchmark projections based on comparable WOM campaigns and industry data.

TAKEAWAYS
· Texture‑first visuals can double engagement in saturated dessert feeds.
· Packaging that mirrors product form becomes both souvenir and media prop.
· Marrying local materials with flavour storytelling raises perceived authenticity.

Why Visual Identity Is Not Just About Design

In today’s competitive market, companies often face a critical question: why is their product not converting as expected, even with decent visibility? The answer frequently lies in a misunderstood or underdeveloped visual identity. Contrary to popular belief, visual identity is not merely a matter of logos and colors. It is the strategic translation of a brand’s values, positioning, and essence into a consistent visual system. In short, it’s how the brand is recognized and remembered.

A marketing or communication agency without a strong visual identity expert on board often overlooks the power of visual coherence in driving recognition and trust. When a brand appears inconsistent across packaging, advertising, digital touchpoints, and social media, it sends confusing signals. This lack of alignment dilutes brand impact and can ultimately hinder sales performance. An expert in visual identity helps shape an instantly recognizable style that reinforces the brand’s value proposition across every interaction.

The Strategic Role of a Visual Identity Professional in a Brand Team

A complete brand identity cannot exist without a clear and consistent visual identity. While marketing strategists and copywriters define the positioning and message, it is the visual identity expert who gives it form and continuity. Their role involves not only design aesthetics but also a deep understanding of semiotics, target psychology, and industry trends.

In a high-performing agency, the visual identity specialist works alongside brand strategists, UX designers, and marketing analysts. Together, they create a seamless journey from strategy to perception. For example, the choice of typeface, layout structure, or motion style can powerfully reinforce a premium, playful, or authoritative brand personality. Without this precision, even the most brilliant marketing campaign may feel disconnected or superficial.

By investing in a visual identity crafted with strategic intent, companies ensure that every brand expression — from website to packaging to video content — contributes to a singular and compelling image. It’s not simply about aesthetics. It’s about creating a commercial asset that builds equity, trust, and long-term differentiation.

Visual Identity as a Business Lever for Conversion and Brand Equity

A well-executed visual identity is a multiplier for all other marketing efforts. In sectors ranging from luxury goods to FMCG, brands that invest in a professional, research-based visual system perform better in both short-term conversion and long-term loyalty. This is because visual identity influences perception instantly — even before a single word is read. It frames expectations, sets emotional tone, and reinforces credibility.

Decision makers focused on growing their product's market share should understand that no amount of ad spend or SEO investment can compensate for a fragmented or outdated visual identity. In fact, inconsistent branding can erode trust and increase the time it takes for a consumer to commit to purchase. On the other hand, a powerful visual identity shortens that journey — creating familiarity, desirability, and alignment with customer values.