Previously known as Fiasco Gelato, the Canadian-born company was ready to spread to the U.S. However, a trademark hiccup meant they needed to rebrand as Righteous Gelato. This gave them the opportunity to re-evaluate the brand identity and put a strong foot forward in their world domination. The name “righteous” has strong links to the surf community, which the brand sees as a significant influence in their corporate culture. A surf flag-inspired logo led the rebrand and introduced a new colour palette as well as a surf and flavour-inspired illustration system.
Work all produced through Righteous’ creative partner, Jack Russell Agency.