WEI WEI

GELÉE

Strategy
Brand Identity
Wed Design
Packaging Design
Art Direction
Print Collateral

Creative Direction: RoAndCo, Zoe Messinger

Strategy: Jessica Tillyer 

Brand Identity: Nicole Pivirotto, Claudia di Martino

Web Design: Claudia di Martino, Nicole Pivirotto

Art Direction: Daphne Pastard, Wei Wei

Packaging: Wei Wei, Nicole Pivirotto

Photography: JohnVon Pamer, Kava Gorna
3D Rendering: Haruko Hayakawa
Account Management: Lindsay Saito, Lauren Fink


Recognition:
ADC 104th Annual Awards – Silver, Packaging Design
Gelée is a new brand that reimagines the nostalgic treat (Jell-O) in a fresh, artful, and elevated way that conveys both joy and health. Created through artistry and play, this healthy jelly snack blends nourishment and sensuality—a refreshing take within the category.

The Gelée branding strikes a balance between healthiness and playfulness. Inspired by surrealist paintings and vintage Italian signage, the logo is joyful and fluid, reflecting the essence of the product. The stripped back graphic system and black-and-white typography allow for the vibrant colors of the product to take center stage. From the retro Italian logo to the artful photography and raw, 90s art gallery-inspired design, the brand exudes delight, luminosity, and a touch of nostalgia.

It was important to us that the packaging speaks for itself, showing consumers not only what the product is, but having it reflect the luminous, delicious, and sensual experience you get from eating it.



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