Amato
Client
Caffé Amato, s.r.o., Prague — Czech Republic
Role
Creative Direction, Brand Audit, Visual Design
Live Project
facebook.com/gelateriaamato
The context
The previous identity had three key weaknesses:
Unappetizing palette
colors lacked warmth and didn’t evoke Sicily or craft.Generic motif
the heart-cone trope failed to differentiate in a crowded market.No cultural depth
nothing referenced Sicilian heritage.
Design approach
The solution was a modern identity system that translates Sicilian heritage into a scalable visual language, built on three pillars:
Logo Upgrade
The old heart-cone motif was reimagined as a continuous-line emblem — a guiding thread with flourishes inspired by Sicilian majolica and two scoops forming a subtle heart. Combined with a vertical lockup and serif–sans pairing, the logo now carries both cultural depth and modern clarity.
Tailored Colours
A palette drawn from Sicily’s landscape: Mediterranean blue of the sea, citrus yellow of lemons, warm terracotta of the earth, and panna cream for balance. Together they create a look that feels both authentic and welcoming.
Unique Pattern
A tile design inspired by Sicilian ceramics brings cultural depth and visual consistency. It runs across interiors, menus, and packaging, and also works as a versatile background element in print and digital.
The outcome
Stronger storefront presence
palette, type, and emblem created an immediate visual anchor, drawing more walk-ins from locals and tourists.
Sales uplift
branded packaging and clearer menus correlated with higher gelato and coffee sales, particularly from first-time visitors.
Customer Validation
The rebrand changed how the shop was seen: the new identity is associated with better flavors, craftsmanship, and authentic quality, reinforcing the product’s link to Sicily.
Scalable foundation
logo, palette, type, and pattern form a system ready for seasonal campaigns, merchandise, and expansion.
The artifacts
Amato Rebranded Moodboard
Continuous-line Pictogram Drawing
Pictogram & Wordmark
Majolica-inspired Pattern
Amato Applications in Context | Gelato Cup
AMATO Brand Placement
Amato Applications in Context | Signage
