Contributed by Adeline Chong of Singapore-based Manic.
Shovel & Bell is the latest up-market gelateria and cafe in Guangzhou, China. The brief was to create an artisinal gelato brand with an emphasis on experience, quality, and taste. Shovel & Bell’s vision was to use traditional preparation methods for making gelato and premium ingredients, versus industrial production and preparation. Their customers were to be working adults who appreciate quality and enjoy indulgence.
The name “Shovel & Bell” came from the idea of traditional gelato shovels, and childhood feeling when you hear the ice cream bell. We introduced a palette of 10 gelato-inspired colours, along with gelato drips and splatters as part of the visual elements. While we wanted our brand to reflect quality and luxury, we also wanted to bring out the childish side of people — the feeling of a cold scoop on a hot summer day.
Project scope: Naming, branding, store design, stationery, menus, packaging, cutlery, crockery
Project duration from brief to completion: 22 Nov 2011 – 18 Sep 2012 (10 months)
Design firm: Manic
Creative Director: Karen Huang
Art Director: Adeline Chong
Designers: Jenny Ji Jun, Wong Cheeyi
Kai Lian Printing (stationery and paper items)
Other packaging items were handled by our client and printed in China
Production time: Various
Paper stock: Sirio 80 (290gsm duplex mounted) and Maple White
Number of colours: Two
Varnishes or treatments: Offset, embossing, duplex-mounting and edge-painting
The most trouble we had was with trying to edge paint the namecards ourselves (we like to get hands-on with these things). The embossing meant that no matter how tightly we clamped the cards, there were still small gaps that allowed the fine, airbrushed paint to get in. It took us many rounds of trial and error before we got it right. We also mixed all 10 colours ourselves and matched them to Pantone swatches!
Manic elsewhere on Identity Designed: Minette.