Gelato-A-Go-Go
Can you possibly have any greater fun with a branding and interior design project than one involving super cute pets, brightly colored hues and shiny mirror balls? We think not… So when client Lynnae came to us for help with her idea for a funky pet accessory store in Palm Springs, we just couldn’t say “no”!
We started by helping brainstorm the name, and with the business set to open in the high-end Shops At Thirteen Forty Five complex, it needed a retro flavor while also possessing some style and sophistication. With some lovely alliteration, we developed the name “Disco Dog” and then set about creating the brand aesthetic. Bold retro colors of orange and pink were combined with a glitzy gold in the color palette, while a cute dog paw was included above the “i” in “Disco”. All the type - including the “Chic Pet Boutique” tag line that we also created - was placed in front of a shining stylized mirror ball.
The logo design was added to business cards, stickers, merchandise, social media profiles and the like, and in turn led the interior design concept for the store itself. Being a small boutique, we started by keeping the walls and shelving white to not “crowd in” the space. This also worked optimally to showcase the colorful stock on offer. We then commissioned a mural artist - the appropriately named “Disco Day Designs” - to bring our logo design to life along with a Palm Springs style scene which would also act as a wonderful backdrop for the dogs and their owners who come to visit, their photos adding to the pin board and for use on social media.
The mural’s brand-colored stripes were extended across the walls to encompass the entire boutique, including an eye catching “ribbon dip” in the more open cash wrap area. Artificial grass was also laid to give an organic “dog friendly” feel across the two raised areas at the sides.
Of course for lighting, how could we not add a mirror ball for that true disco aesthetic? The rotating lights provided some required movement in what is a small space. Meanwhile, that round silver sphere concept was extended to the retro-looking ceiling light situated above the bright orange stool in the cash wrap area.
The final result was a totally eye-catching brand and space, destined to be attractive to both people and pets alike!
An inspection of the frozen dessert market in Palm Springs identified the absence of a “non-American” option in the downtown precinct. Additionally the property we have leased was a former frozen yoghurt and ice cream shop so we have effectively removed one more player from the competitive environment.
Point Of Difference
Our point of difference will be be bringing all the flavor and style of Italy to the American public. While the greater Palm Springs region does have a number of existing ice cream, smoothie and frozen yoghurt outlets, they are all very “American” in nature and family-oriented in their respective offering styles.
Gelato-A-Go-Go will be different in offering an Italian-inspired menu while presenting a more “sassy” and cheeky brand tone that has been designed to fire up the word-of-mouth about this fun gelateria concept.
Environmental & Industry Analysis
People are increasingly on the lookout for healthier food choices. That said, the fact is that Italian gelato is a fabulous alternative to ice cream, especially for those seeking healthier food choices. With its tendency to be lower in calories and fat than regular ice cream, it’s a superior dessert choice, especially when seeking that much needed relief from the desert heat.
Gelato tends to contain more milk than cream and therefore has a lower fat content. It’s also churned at a slower speed with less air in the mixture than ice cream — this results in smoother, creamier texture and a richer-tasting dessert, so even a little portion will make you happy and satisfied!
The brand itself speaks to both the Italian nature of the product offering, while also portraying a fun retro feel. The “Gelato-A-Go-Go” name speaks clearly to the signature product, while the brand colors reflect the Italian flag’s red, white and green aesthetic.
The prominent graphic mouth icon pushes the fabulous taste and appetite appeal, while adding that “sassy” European element. Meanwhile the red, green and white stripes evoke that “sweet treat” traditional parlor feel.
The tag line in Italian, “Il Gusto Figo Dell’Italia”, translates as “The cool taste of Italy”, obviously portraying the frozen nature of the dessert - something sure to be popular in the hot desert climate. At the same time, it also gives off the feeling that it’s the hip and groovy or “cool” place to be seen, the aim being to create a “must visit” destination for tourists and locals alike.
The overall direction is designed to feel like it’s an authentic Italian brand that has existed since the 70’s, that is now bringing its offering to the American public.
It’s where the flavor meets the funk…
Step inside this gelateria time machine and discover a swirl of funky flavors, served up in a space where mid-century modern meets slick 70's glam.
It all starts beneath your feet with those Italian terrazzo floors, specially made for strutting your stuff like you’re on the catwalk in Milan. Look up and you’ll find space-age ceiling tiles straight out of Barbarella, while our cheeky “Lips On Legs” pin-up wallpaper brings the sass in full technicolor.
As for the soundtrack, it’s always funkin’ and groovin’, with our disco ball spinning, colored lights dancing, and every lick being a solid-gold disco hit!
Meanwhile, parked inside - like it owns the place - is our vintage 1963 gold and black Vespa, positioned perfectly for that “ciao, bella!” Insta moment… Perfect for those wanting to be more famous than Sophia Loren.
Paying homage to our esteemed and fabulous founder, Dario Pescatore’s gold-framed portrait hangs proudly inside, as does his “Life is for licking” motto, writ large in neon on the wall.
With bright and bold colored tables both inside and out, we’ve got you, whether you're up for a quick lick in, a late-night sweet treat outside, or something groovy to go.
(Click any image to enlarge)