delaCrem

Founded by gelato maker Massimo Pignata, delaCrem was one of the first Italian artisanal gelaterias to open in Spain, establishing a new culture of ice cream through its passion for craft, Italian tradition, and slow food principles. As the business grew and a third location joined the family, the brand needed a clearer identity to support its growth while preserving the authenticity and artisanal credibility that had made it so distinctive.

Services

Brand Identity Illustration Packaging Strategy Naming & Tagline

Industry

Food & Beverage

The Challenge

Success can also bring challenges of its own. delaCrem already had two established locations in Barcelona under the same name and was preparing to launch a new concept called Terra, focused on locally sourced products.

While each space had a distinct role, the relationship between them wasn’t always obvious. The goal was to bring greater clarity and cohesion to the brand, connecting its different expressions under a shared delaCrem universe without making them feel like part of a franchise.

The Strategy

Working closely with the delaCrem team, we developed a brand architecture that brought coherence to a growing ecosystem while preserving the unique role of each location.

• The original delaCrem remained the place where everything started
• delaCrem Creativa became a lab for experimentation and craftsmanship
• delaCrem Terra reflects the brand’s commitment to local production, seasonality, and proximity.

Together, the three spaces are connected by the vision and signature of master gelato maker Massimo Pignata. As the only gelateria in Barcelona to cook ingredients for many of its ice cream recipes, we created the tagline Gelato a foc lent (“slow-cooked gelato”), capturing delaCrem’s slower, more thoughtful approach to making Italian gelato.

The Solution

Guided by Massimo’s philosophy that gelato should always remain the protagonist, we created a visual identity designed to support the product rather than elevate it, bringing consistency and flexibility across the entire brand experience.

A series of hand-drawn illustrations by Pol Montserrat, showing the ingredients used in each gelato, bring warmth and personality to the brand while reinforcing its artisanal character and close connection to the product.

Dela Crem Mucho Branding Packaging Cones

“The new identity truly feels like us and helps us express what we do. Everything makes more sense now: it reflects what happens across our different stores, helps people understand the craftsmanship behind our work, and even gives our staff a clearer sense of their place within delaCrem.”

— Massimo Pignata, Founder & Gelato maker, delaCrem

Dela Crem Mucho Branding Illustrations BTS

Dela Crem Mucho Branding Analog Photo Massimo

Dela Crem Mucho Branding Analog Photo Icecream

Dela Crem Mucho Branding Analog Photo Cherries

Credits

Analog photography and videography by Mucho.

Illustrations by Pol Montserrat.

Storefront photo of delaCrem Creativa by Álvaro Moreno.

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