Freezing hot joylateria

Brand identity design for Gelateria Alaska in Skiathos, inspired by the refreshing pleasure of ice cream during the peak of the Greek summer.

The logo is composed of ice cream cones arranged into pyramid-like forms, expressing coolness, enjoyment, and escape from the heat. This idea is captured through the brand’s playful motto, “Freezing hot joylateria,” a joyful contrast that defines its personality.

A system of witty wordplay was developed and applied across brand materials, adding warmth and character to the experience. From playful card messages such as “There are two types of people. People who like gelato and people who like gelato. OK, sorry — it’s one type,” language becomes an integral part of the brand.

The identity was applied across cups, custom stickers, takeaway bags, coffee cups, business cards, signage, awnings, and in-store elements, creating a fresh and memorable presence in Skiathos.

CONCEPT, BRAND NAMING & STORYTELLING: Katerina Esslin.