An originally crafted identity that nods to Italian excellence, craftsmanship and heritage – mixed with superb quality products and a light-hearted cosmopolitan vibe are some of the main ingredients allowing the brand to flourish, come to life and look optimistically towards the future.

Taking a walk with Beverley in the streets of Milan.

Around noon we reached 37° – As our ice creams melt under the gazing ferragosto sun we headed back to the shop for a refresher and clean up – it was so hot the asphalt under our feet felt like a soft and mushy rubber carpet.

Our collaboration started a few years back after working in-house at a luxury design and events agency where i started working on the naming and visual identity for the shop. After returning to freelance i was asked by Felice to continue what i had started in the agency. Needless to say i accepted. Fast forward and i can now happily present some of the projects we've been working on during our collaboration. It has been an amazing journey see them grow into one of the city's most popular ice cream shops.

Starting from the hand-written signature logo I created a brand identity and concept around the shop that would help them stand out, attract and grow into one of Milan's top "gelaterie". The scope of work included the creation of their visual identity, packaging, illustration, photography, website layouts, signage, menus and other related in-shop / communication materials. My aim was to create an original and organic identity that nods to Italian excellence, craftsmanship and heritage – mixed a light-hearted cosmopolitan vibe.

The photo-sessions were shot during two hot summer days in Milan during ferragosto. In the first session i followed my beautiful friend Beverley Blanquart as she graciously moved through the city streets around the shop in Piazza Risorgimento. The second shoot took place inside the shop where we set up a small area to shoot the products during open time creating a somewhat challenging but incredibly funny environment to work in where some helpful shop visitors even lent a hand with the props.

The main approach to both of these shootings where inevitably minimal, heavily influenced by the way i normally work as a graphic designer – "less is always more" and whatever's not essential or superfluous is left out. When i shot these images I tried to look at the scenes and objects from a different angle to find subtle patterns, contrasts and harmonies. My aim was to capture and include some of that raw unfiltered mess that is part of life, looking for beauty in the ordinary things that surrounds everyday daily life keeping things as simple and unaltered as possible using only natural light to give it an original and pure look.

Since our collaboration Felice has gained a loyal following and brought joy to their customers that rated them a median score of 4.5 on both Google Reviews and Tripadvisor. They where also awarded the title of "One of the best ice cream shops in Milan" by the magazine La Repubblica. Their collaborations with fashion brands like Philosophy and No More Plastic has produced great social engagement from their customers and the media. If you're in Milan you should do yourself a favour and try out some of their delicious products – Felice's ice cream is pure bliss.

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