Cialda – coni gelati

CIALDA – Coni Gelati

Blending Italian Pastry Tradition with a Fresh, Modern Brand Identity

When Cialda approached MIKEADV CORP for a complete brand identity, the objective was clear: design an iconic, simple, and intuitive logo that effectively represents the ice cream industry. The brand needed to appeal to a diverse audience — from established artisans to home enthusiasts — while remaining visually striking, professional, and inviting. "Cialda" is the Italian pastisserie word for waffle: the crunchy pastry that wraps artisanal ice creams.

The core of the Cialda solution lies in a playful yet sophisticated visual language built on the tension between round shapes and right angles, and the opposition of solid and void. Inspired by the cone waffle itself, the design incorporates triangular and curved forms that reference the product organically. The result is a mark that feels both appetizing and architecturally precise — warm, inviting, and immediately recognizable.

Our strategic direction centered on Clarity and Playfulness. The identity is grounded in a vibrant palette of Green, Yellow, and White — fresh, energetic, and appetite-stimulating. Typography relies on the Helvetica font family, chosen for its clarity, legibility, and timeless elegance, balancing the brand's artisanal roots with a clean contemporary feel.

Building beyond the logo, MIKEADV delivered a comprehensive System covering the brand's entire visual presence. From logo and icon design to visual identity, stationary, packaging and bags, advertising banners, sign and shop design, and even a custom paper pattern — every touchpoint follows the same geometric logic and playful spirit. Cialda now stands as a reference for modern artisanal branding — where Italian tradition meets bold, contemporary design.