Gelatoville

NYC has more gelato than it needs. Most of it competes on either authenticity — red-white-and-green Italian flag energy, "real Italian gelato" written everywhere — or playfulness — bright colors, cartoon mascots, exclamation points. Both feel tired in the East Village, where customers are sharper than the average tourist trap. Gelatoville came to the project with 2 weeks from kickoff to delivery, an opening already on the calendar, and a need for a full rebrand — new identity, packaging, and applied design across every surface a customer touches in the shop. The shop opened on schedule, became a destination in its first year, and expanded to a second location within twelve months — proof the brand could scale beyond a single storefront.