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Mondo Gelateria Brand Strategy / Brand Identity / Brand Naming / Packaging
A globally inspired gelato concept, refined into a brand with clarity, character and staying power.
Inspired by places near and far, each flavour draws from cultures across the globe, every scoop a moment, a memory, a destination, thoughtfully made and joyfully shared.
Originally known as Passporto, the idea was strong, flavours inspired by destinations around the world, constantly evolving and designed to feel fresh with every visit. But the name, identity and overall brand lacked clarity, energy and distinctiveness in a highly competitive hospitality space
The Challenge
In a market defined by strong, recognisable gelateria brands, Passporto risked blending in. Competitors were either rooted in traditional Italian authenticity or pushing bold, culture-led identities, leaving little room for something undefined.
To compete, the brand needed to feel immediate, memorable and culturally relevant, while still carrying the depth of its global flavour story.
The Thinking
The idea of travelling through flavour became the foundation, shaping both the name and identity. Rather than leaning into nostalgia or tradition, we positioned the brand as energetic, playful and internationally inspired, designed to evolve, collaborate and stay current.
The new direction needed to feel like a destination in itself. Not just a gelato store, but a place people talk about, return to, and share.
We led the naming process, transforming Passporto into Mondo, a name that feels broader, simpler and more ownable, while still capturing the idea of the world.
From there, we developed the brand strategy and identity, creating a system that balances playfulness with clarity. The visual language was designed to flex across packaging and in-store experiences, allowing the brand to evolve while remaining recognisable.
Packaging became a key expression of the brand, carrying the identity into the hands of customers and reinforcing the experience beyond the store.
Mondo now feels confident, energetic and culturally aware, built to attract a wide audience, from locals and students to tourists and late-night crowds.
The brand now has the flexibility to grow, collaborate and evolve its offering, while maintaining a clear and consistent identity.
It’s no longer just a concept built on global flavours. It’s a destination.
