The package re-design for Ciao Bella gelato is rather saddening. The previous design stood for something with its unique stark, simple packages that communicated by color and type. This new design seems to say, "Hey guys, look, I'm a real ice cream! Just like you! Look at my pretty photos!" While the category is a crowded one, there are not many deliberately Italian brands. The gelato found in Europe is really quite good and different from the ice cream in the U.S. To give that away for a visually crowded, origin-generic design is a resignation and a big part of the brand equity has been scooped away. Too close to Edy's and too far from Talenti.
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