The challenge
In a city with a deep-rooted cafe culture, Prego needed to stand out as the go-to spot for artisanal gelato. The challenge was to build a brand for a young audience that values both quality and “visual playfulness”. We needed to bridge the gap between a high-end product and a fun, approachable atmosphere that makes grabbing a scoop the highlight of someone’s day.
Strategy & Naming
Our involvement went beyond aesthetics; we took part in the naming process to ensure the brand felt punchy and memorable from day one. We developed a unique tone of voice and messaging strategy that prioritizes joy and emotional impact.
A key part of our strategy was “future-proofing” the brand. We created a detailed style guide; so, as Prego grows or works with other partners, the visual communication remains sharp and consistent. This ensures that the brand’s core personality is never diluted, whether it’s on a digital screen or a physical napkin.
The Prego brand was designed to be touched and experienced. We collaborated closely with interior designers to ensure the visual identity translated perfectly into the physical space. From bold signage and posters to the uniforms and custom stickers, every detail was crafted to make the gelato experience feel cohesive.
To round out the brand universe, we developed a suite of social media visuals that maintain this energy online. Whether a customer is seeing a post on their feed or holding a freshly served gelato, the message is the same: Prego is a modern, vibrant experience for all the senses.
Premium gelato deserves a brand that’s just as unforgettable.
Outcomes
The result is a brand that perfectly captures the “playful spirit” of its product. Prego has successfully established itself in Timișoara as a premier gelato destination that also happens to serve exceptional specialty coffee. By infusing strategic thinking into every material—from naming to packaging—Rainfall helped create a local brand that is as iconic as its flavors.
