delaCrem Shows How One Gelato Brand Can Stretch Across Three Shops

How One Identity Holds Three Gelaterias

Barcelona studio Mucho's delaCrem project shows how a multi-site food business can share one brand without flattening its locations into copies of each other. The studio rebuilt the identity for Massimo Pignata's three shops, where each space now has a defined role, while a single high-contrast serif wordmark and a shared Catalan tagline tie them together. The core move is simple: the lettering stays fixed and the colour changes by address, so customers can tell the sites apart at a glance.

For brand builders, the useful lesson is how restraint carries the system. Packaging gives the gelato room to be the star, with loose brush-and-ink fruit illustrations and analog photography that keeps the look rooted in kitchen craft rather than chain polish. Brand strategists, identity designers and anyone working with independent food and retail groups will find a practical model for growing a local business without losing its personality. It is a quick, visual read worth a few minutes.