Once the temperature tops 85 degrees, evolution has programmed humans to suppress all executive functions and focus on securing ice, preferably of the creamy and sweet variety. But we can’t just switch off our aesthetic sensitivities upon approaching the freezer case, a sweating showplace of less than delicious design. Ben and Jerry’s pint containers have become increasingly oafish since the company’s acquisition by Unilever, Edy’s taste in typefaces conjures baked goods rather than frozen goodness, and we’ve long been dubious about faux-Danish Häagen-Dazs. The solution, of course, is gelato, and no one does gelato logos and packaging better than Louise Fili.
The New York-based designer and her crack team are behind the dreamy, la-dolce-vita look of L’Arte del Gelato (the logo was inspired by pasticceria papers, ice-cream hues, and peppy Italian script samples from the 1920s), and have just added to their list of gelato-related achievements with mouth-watering packaging for Gelato Fiasco. Fili’s overhaul for the Brunswick, Maine-based gelateria included upgrading the flimsy takeout container to a sturdier clear cylinder that reveals the vibrant colors of flavors such as Dark Chocolate Caramel, Wild Maine Blueberry Crisp, and Everything’s Coming Up Roses. Please pass the Pomegranate Chocolate Chunk.