Discover Lelio Gelato’s brand identity by Santiago Brandani, an ice cream shop in Logroño, Spain, blending Italian tradition with modern, retro-inspired design.

Opened in June 2025 in Logroño, Spain, Lelio Gelato positions itself as more than just another ice cream shop. Rooted in Italian tradition yet designed for today, Lelio embraces transparency and honesty, its open space allows customers to watch the gelato-making process unfold. Ingredients, tools, and craftsmanship are all on display, reinforcing the brand’s values of authenticity and care.

This philosophy extends seamlessly into the visual identity, where simplicity and freshness guide every decision.

Branding and Visual Identity

Designed by Santiago Brandani, Lelio’s branding strikes a balance between modern clarity and retro charm. The logotype is bold yet approachable, capturing the warmth of a neighborhood gelateria while feeling contemporary enough to stand out in today’s design landscape.

Illustrations play a key role, playful yet refined, they add personality to packaging, menus, and in-store signage. Combined with a muted but inviting color palette, the brand identity evokes both nostalgia and freshness, resonating with customers who value both tradition and innovation.

Coffee, Illustration, and Retro Atmosphere

While gelato is at the heart of Lelio, the shop also offers coffee, expanding the experience into a café-like setting. The branding reflects this versatility, blending retro restaurant cues with a modern sensibility. It feels timeless, something that could exist comfortably in both past and present.

The design details, from typography to illustration, create an environment that invites customers not only to enjoy gelato but also to linger, watch, and connect with the space.

Photography and Design Execution

The photography by Santiago Brandani and Gabriel Ascaso documents both the physical space and the crafted identity. The visuals highlight how the branding works in context, menus, signage, packaging, reinforcing Lelio’s vision of openness, freshness, and authenticity.

Every element ties back to the shop’s mission: to make honest gelato visible, approachable, and beautifully designed.