Chillo – Vegan Gelato

Chillo was created around a simple idea: vegan gelato doesn’t have to be serious.

Gelato is part of everyday life in Italy, yet plant-based versions are often packaged with the same restrained, “healthy” minimalism. Chillo goes the opposite way. It’s the gelato you take home and enjoy on the couch, in full chill mood: relaxed, cheeky and a little lazy, in the best way.

Each flavor turns into a character, giving every cup its own face and attitude. Characters and logo were drawn by hand and developed in Illustrator into a flexible visual system that combines character design and food illustration.

The whole pack does the storytelling. The lid frames the logo with a circular band of the brand’s promises, 100% Italian, 100% vegan, 100% artisanal, 100% good, while the side of the cup tells a little brand anecdote: “You focus on relaxing, we’ll take care of the gelato.” Short, friendly copy about natural ingredients and respect for the planet, animals and wellbeing sits next to an illustration of the “couch gelato” in action. You get to know the brand without any effort, one spoonful at a time.

The result is a narrative, versatile identity that works across packaging, retail, social media and advertising, and grows easily with new flavors.

Grab a spoon. Find the couch. Stay chill

Curator’s Insight

Chillo’s range holds together through restraint. Each cup changes only its base colour, while the black linework, the cream-filled characters and the monospaced secondary type stay fixed. That makes every flavour readable at a glance in a freezer, and new SKUs can be added without redrawing the system. The flavour names, such as “Sto una crema” and “Relax fondente”, carry the personality in the language itself before any description does. Reversing each name banner out in a dark panel gives the cup colour a clear anchor to sit against.