Distinctions: Golden certification // Grands Prix du design 2022
Photo credit: Adrien Williams
Concept and challenges: In 2021, the 30 years-old family brand Paysanne Gelato becomes "Qwelli, l'Art du Gelato" made and sold in Quebec.
Humà design + architecture was proud to design the new standard layout of Qwelli concessions and kiosks : the aim was to create real dialogue between the new identity and the volume langage; to be able to deploy it on different configurations (from kiosks to stores in shopping centers).
The ice cream brand operates a complete makeover: from identity, to communication, including packaging. So It is essential to create new spaces where it can fully express itself.
The concession of Eaton is the perfect illustration of the collaboration.
The Qwelli deep-blue becomes the strong foundation of language. It contrasts and highlights the gelatos and it establishes the very strong colored signature of the brand.
A copper-colored structure highlights the brand's logos and becomes the common thread present on all the concessions: sometimes aerial, sometimes in support of menus or even in the counter .
The concession is inspired by the performance scenes: from the mirror above the gelatos and from the modular bench entirely made to measure in the color of the brand, you can watch the gelato artisans' show.
The terrazzo tiles on the wall is reminiscent of the icecream flavor. It is a vibrant heart contrasting with the blue displays.
The logo works as an object in itself: surrounded by deep blue letter-boxes, it takes volume and radiance coming from the mirror inside them. It reflects the shopping mall life and thus creates a link with it.
A mural at the back of the concession sets the tone for Qwelli's new communication: direct reference of the Montreal famous murales.
Through its materiality and volumes, we want to reflect the gustatory generosity of the brand.
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