Close-up of creamy chocolate gelato with bold yellow Frocco logo and tagline, representing artisanal Italian ice cream branding, luxury dessert visuals, and indulgent summer marketing

Storytelling / Tone of Voice / Communication / Identity Design / Motion Design / Campaign / Illustration

Unapologetic Cravings

Frocco is an ice cream brand born out of a desire to explore identity through the lens of flavour, emotion, and chaos. Inspired by the romance and heat of Italian summers, Frocco embraces maximalism and play with a brand world that leans into spontaneity, craving, and the beautiful mess of indulgence.

The concept draws on elements of la dolce vita - striped umbrellas and vintage beach culture - while twisting it with a tone of voice that’s unfiltered, sassy, and deliberately a little unhinged. Here, emotional eating is an aesthetic, not a guilty pleasure.

Striped yellow and cream background with green “Unapologetic cravings” typography, showcasing modern gelato brand messaging, minimalist graphic design and playful dessert advertising.
Frocco logo with curved brown Frocco logo, highlighting quirky gelato packaging design, bold brand identity and creative dessert illustration.
Smiling woman enjoying gelato from a waffle cone with a red spoon outdoors, capturing joyful dessert moments, summer lifestyle branding and artisanal ice cream enjoyment.
Italian rocky beach with striped umbrellas and loungers by the turquoise sea, evoking Mediterranean summer lifestyle, luxury travel inspiration and coastal holiday vibes.
Brown background with cream “Not Your Nonna’s Gelato” typography and playful brand copy, promoting bold Italian gelato flavours, cheeky dessert marketing and contemporary food branding.
Stack of pastel-striped Frocco gelato cups with “Ciao boundaries. Hello Frocco.” tagline, featuring premium ice cream packaging, modern dessert branding and creative product photography.
Person holding stacked Frocco gelato flavour boxes – Pistachio Fredo, Banana Breakdown, Dark Intentions – showcasing fun product naming, bold packaging design and artisanal ice cream branding.

A brand made to melt

Frocco blends expressive design with vintage flair, channelling the playful chaos of an Italian summer in full emotional meltdown.

Flavour leads the colour story - bold and pastel yellows for banana, deep cocoa and soft pinks for chocolate, rich greens and airy pistachios. The palette strikes a balance between indulgent and inviting, giving the brand warmth without losing its edge.

Typography brings structure with narrow, bold serifs -  nodding to retro Italian signage -  while the custom logotype adds movement and mischief. Designed to drip, stretch, and melt in motion, it mirrors the product and the feeling: soft, sweet, and a little unhinged.

Cheeky illustrations and loud, emotionally charged copy inject Frocco with its true attitude -  indulgent, unapologetic, and gloriously over the top. This is a brand that celebrates craving, chaos, and the art of not holding back.

Pistachio Fredo gelato tub with illustrated character and green lid, floating against a neutral background, highlighting premium ice cream packaging, artisanal gelato branding and modern dessert design.
Close-up of smooth pistachio ice cream texture with playful brand copy, highlighting toasted pistachio flavour, Mediterranean style and bold dessert branding.
Multiple Banana Breakdown ice cream tubs by Frocco on yellow background, showcasing bold packaging design, quirky illustration and playful dessert branding.
Minimalist cartoon gorilla hugging a large banana on cream background, representing Banana Breakdown flavour branding and fun ice cream packaging design.
Close-up of creamy banana ice cream with humorous flavour description, emphasising rich banana taste, comfort dessert branding and playful tone.
Close-up of rich dark chocolate texture with indulgent brand copy, highlighting luxury chocolate ice cream flavour and premium dessert branding

Frocco’s tone of voice is intentionally bold, using dark humour and emotional honesty to reflect the kind of joy that’s found in messy moments - the cone that melts too fast, the flavour that’s a little too intense, the craving you didn’t try to fight.

From packaging to motion, Frocco leans into the joy of craving - flavour-first and unfiltered. It’s not just ice cream; it’s emotional release, served cold.

Minimal black line illustration of vintage ice cream cart with FROCCO branding, representing nostalgic dessert marketing and retro brand identity.
Exterior shot of Frocco store with bright yellow awning and bold logo, surrounded by hanging baskets of pink and yellow flowers, representing gelato shop branding, summer café aesthetic and Italian dessert retail design.
Canvas tote bag with ‘Not Your Nonna’s Gelato’ and Frocco branding, displayed against textured rock, representing sustainable merchandise design, playful gelato branding, and Italian dessert lifestyle accessories/merchandise
Hand holding a fresh yellow lemon against a vibrant yellow background with bold white text reading “When life gives you lemons… bite back :)”, representing playful branding, citrus fruit photography and creative food marketing.
Brown background with elegant serif typography reading ‘Dark Intensions’, representing luxury branding, minimalist typographic design and sophisticated product identity.
Person wearing oversized cream t-shirt featuring illustrated ice cream cone character and text ‘Ciao Boundaries Hello Frocco’, representing playful merchandise design, creative gelato branding and streetwear fashion/merchandise.