Project · Brand Identity
Nuvo
AI Visuals
Firefly, Claude
Overview
01About the Brand
Sofia Nuvo spent years in fashion before she opened a gelato store. She kept the eye and changed the product. Nuvo is a self-initiated concept built around her, an Italian gelato line built with the eye of a fashion house rather than an ice cream shop. The name comes from nuovo, Italian for new, with one letter taken out.
Our Goal
Build the full brand identity, name, logo, color palette, typography and photography direction, so that the brand feels adult, confident and stylish. Closer to a fashion label than to a typical ice cream shop. The brand stays modern and restrained so the gelato can be the warm thing in the picture.
Moodboard
Brand Identity
02Navy carries the logo, the packaging and every backdrop, so the brand reads timeless and calm. The four tones beside it come from the gelato itself and are the only warmth in the system. Modern brand, warm product, so the gelato is always the brightest thing in the picture.
Navy#001588
Gold#EBA800
Olive#7D7315
Cocoa#602513
Cream#F6E5D4Typography
Omnes Bold for the logo, set as it comes. Its round letterforms echo the shape of a scoop and stay warm without losing composure. Inter Light for everything else, a neutral screen typeface with no personality of its own. All the character sits in the logo, so the text can stay quiet and let the product carry the picture.
The Four Tastes
Four tastes, four tones. Gold for mango, olive for pistachio, cocoa for chocolate, cream for vanilla. Each one carried through packaging and campaign so the range reads as a family rather than a set of separate flavours.
AI Workflow
03How It Was Used
Adobe Firefly for the imagery, the mockups and the moodboard. Gemini for the films. Claude to write the prompt before going to Gemini. Figma to build the mark and the type. Knowing which model is good at which job mattered more than any single prompt.
What Was Hard
Making images with AI is easy. Knowing exactly what you want is not. Until I wrote the direction down in plain words, every new generation drifted somewhere else. Once it was written, the visuals stayed consistent.
What I Learned
04Reflection
I started Nuvo to experiment and learn how a brand identity comes together. In one week there was no time for research to lead, so the direction had to be written first. Atmosphere, image style, materials, in plain words. That short document then decided the colour, the typography and every image.
A brand also does not need many parts. One colour on everything, one expressive typeface and one neutral one, four tones taken from the product. The consistency came from the small number of decisions, not from the number of assets.