While working at Equator I was responsible for creating the concept, branding, designing the logo, packaging, and the proposed store design for an authentic Italian café. Vero was originally launched in the initial Mariano’s Fresh Market stores in Chicago and the surrounding vicinity. It has now grown to be an integral part of over 35 stores.
The name itself “Vero”, which means “true”, in Italian was chosen to define a brand that sells authentic traditional gelato and coffee. The actual logo shape is inspired by the Italian flag crest and formed into a heart shape to emphasize the passion that goes into the artisan process of gelato and coffee products. To support the strategy behind the brand, nostalgic black and white photography was incorporated into the packaging and secondary elements to capture true everyday Italy.
Naming, Branding, Environmental Design