The Project
A retail and visual merchandising redesign for Eataly’s Il Gelato counters, developed for rollout across multiple North American locations.

The Approach
We created a new hospitality and retail design identity, balancing playfulness with a more refined, contemporary aesthetic. Custom patterns, a bold color system, and a neon logo defined the visual language, while hand-painted graphics added texture and character: designed to be both distinctive and scalable across stores.

The Result
The counters became vibrant, recognizable destinations within each location. Through retail design and experiential branding, the new identity elevates the gelato experience, modern, cohesive, and adaptable across markets.

Photos: Yekaterina Gyadu