Gioio
Gioio is an Australian-made Italian ceramics and giftware shop, expanding into wholesale and launching a new arm of the business. This brand transformation required a new brand identity to effectively communicate the business's expanded offerings.
The ‘Mestiere’ brand concept utilises a rich tapestry of panels and tiles, inspired by Italian architecture, landmarks, and Majolica symbols. The color scheme evokes the excitement of travel and rich Italian culture without being stereotypically Italian. The branding is practical and versatile, allowing any combination of the tapestry icons to be used across various media.
Communication Points
Fusing traditional and contemporary design
Authentically Italian
Evocation of travel and cultural richness
Scope
Brand strategy
Social media design
Packaging design
Print and signage
Outcome
The rebrand received fantastic feedback from both focus groups during the testing phase and from consumers once rolled out. The update has been consistently applied across all media, including video content, social media advertising, and packaging, and continues to do so since the rebrand. The brand concept recently won the 2024 Melbourne Young Brands Award.
