A 60 year old legendary brand repositions and expands its horizons in Indian Market
Founded in 1956 as Giani Di Hatti in Delhi, Giani’s has grown into one of India’s fastest-expanding ice cream brands, offering over 100 products across 60+ outlets in 9 states — and now gearing up for global expansion. We partnered with Giani’s to shift it from brand confusion to brand conviction — crafting a new, bold, meaningful identity rooted in legacy while also uplifting its aspirational value. From packaging to store experience, every touchpoint was reimagined to reflect the brand’s warmth, trust, and ambition
The New Identity
Giani’s new identity brings to life their unspoken yet deeply felt story — the warmth of ‘Opening Up Over an Ice Cream’, symbolized through an open ice cream cup. The logo also honors their rich 60-year journey, tracing back to their beginnings with Faluda in 1956 and evolving into ice creams by 1978. The refreshed identity resolved long-standing confusion with a peer brand of similar legacy, introducing a distinctive lowercase ‘g’ and a bold red palette. This visual system was further extended through the iconic spiral form found in the Giani’s logomark, tying the entire language together with simplicity and emotion.
Brand Packaging
Giani’s needed premium packaging that stood out on shelves and resonated with its audience. The final design uses a clear visual hierarchy to differentiate product categories while highlighting flavor variety and functional benefits. Each flavor is boldly written in a vertical, signature-style script—serving as both a design feature and a distinctive brand cue. This unique typography breaks visual monotony and reflects individuality. Strategic use of vibrant colours makes the packaging eye-catching and competitive, helping Giani’s stand tall among leading players in the market.
Bringing Giani’s to Life
We extended Giani’s brand language across a wide range of design touchpoints to ensure a consistent and compelling identity. From stationery and menu design (both digital and print) to visual campaigns, every piece reinforced the brand's bold new positioning. We also developed merchandise including aprons, caps, T-shirts, tote bags, and paper bags. On-ground branding elements like posters and standees were created alongside a strong digital presence through social media creatives and a cohesive website design.