It’s Not Going to Lick Itself – Imma’s Artisan Gelato
Can you imagine the excitement in the MB office when it was announced that one of our longest standing clients was going to be opening an Italian Gelato shop!
We first heard of this brand-new concept when one of the owners, Luciano, came up all 400 steps to speak with the MB team at our head office. Luciano and his brother Mauro were going to be opening an Italian Gelato shop in Gullane and needed our help to make their idea a delicious reality. The team were tasked with coming up with a name, designing the signage and interiors, creating an online brand identity, and writing mouth-watering content – let the brainstorming commence.
First on the to-do list was a name. Right from the very beginning, Imma’s was a firm favourite (sorry to those who were on team Gullato). Imma was Luciano and Mauro’s late mother’s name (it’s also Luciano’s daughter’s name) their mother has and will always be a true inspiration to the family and this seemed like a fitting tribute to her legacy.
Next came signage, one of the most important aspects of the design process. Imma’s is located on a very busy high-street in sought-after Gullane, so it was imperative that the signage not only stands out, but also pays homage to the villages’ aesthetic. The design team created a classy and timeless sign using gold built-up lettering and we have to say it looks beautiful. Following quickly on was the interiors. After discussions with the Crolla family, we knew we wanted a modern and chic space where the interiors stood out just as much as the gelato. Anna Crolla led the charge when it came to the design of the eye-catching flower wall and vibrant neon signage, and our task was to bring that idea to life, alongside menu boards, internal signage, and window graphics.
Packaging was next on the agenda. The team sat with Luciano to discuss all the goodies they were going to be selling at Imma’s and as our mouths watered at the thought of Gelato filled Brioche Buns and homemade Waffles, we started to piece together all the concepts needed for package designs. We decided that branding all boxes, cups & bags with branded Imma’s stickers was the most eye-catching and cost-effective route to take.
The final stage was developing an online presence for the brand; enter the content team. We knew we wanted a fun and vibrant online look with a cheeky tone of voice that would speak to everyone (no one is left out at Imma’s). A photography shoot was organised and together with a mixture of standout images and creative design, Imma’s online brand was born.
I think the entire MB team will agree that this has been one of the most exciting (and delicious) projects we have worked on. We loved the family ethos behind the brand and wanted to give the Crolla family and both Imma’s the Gelato shop of their dreams.
If you’re looking to treat yourself to real Italian Gelato, there’s only one place for it, Imma’s because after all, it’s not going to lick itself.