A Rebrand Inspired by the Spirit of Sicily.In 2016, we crafted the original uGO Gelato branding—one that embraced geometric precision, playful energy, and a refined visual synthesis. In 2023, the brand evolved with a renewed focus on its Sicilian soul. Our challenge was to infuse uGO Gelato with more of the island’s warmth, flavors, and artistry, while preserving its signature Geometrical • Playful • Syntheses aesthetic.

uGO Gelato was founded by María Liliana and HuGO Biondo, a visionary duo originally from Venezuela with deep Sicilian roots. Built as a tribute to their family’s artisanal traditions, the brand blends old-world Italian gelato-making techniques with contemporary creativity—bringing a rich cultural story to the heart of Cincinnati, USA.

‍Our Approach

‍Our design process was rooted in deep cultural exploration. Sicily is a land of contrasts—where sun-drenched citrus groves meet volcanic landscapes, and centuries-old traditions blend seamlessly with contemporary artistry. Every detail of the rebrand was carefully curated to reflect this:

‍Colors that evoke the island: Vibrant yellows of sun-ripened lemons, deep greens of Bronte pistachios, warm terracotta hues of Sicilian ceramics.
‍Typography with personality: A balance of heritage and playfulness, evoking the handcrafted artistry of Sicilian signage and the fluidity of gelato itself.
‍Patterns & textures drawn from tradition: We explored motifs inspired by Sicilian carts, mosaics, and the Trinacria, bringing an unmistakable sense of place.
‍A story woven into every detail: From the almond groves of Avola to the ruby-red Marsala wines, each element was carefully selected to transport customers to the heart of Sicily with every spoonful.

‍The Evolution of a Brand

‍uGO Gelato’s rebrand was more than a refresh—it was a homecoming. A way to visually, emotionally, and sensorially reconnect the brand with its roots while keeping its spirit modern and approachable.

Though the final decision was made not to move forward with the new identity, our work remains a testament to the power of branding in telling a deeper, more resonant story.