Rohith Romanus Roy

ARTISIAN RRR

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ARTISIAN RRR

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OBVSLY GELATO

Developed the creative strategy and brand tone for the market entry of Obvsly Gelato, a fat-free gelato brand launched in the Chennai market during the summer of 2023. The goal was to position the brand as the guilt-free solution for sweet cravings, targeting health-conscious young adults and mid-aged consumers. I established the brand's signature quirky, playful tone and a fresh pastel color palette to maximize seasonal appeal.

Client

Alia Jennifer

Year

2021

Research

Market timing (Summer 2023 in Chennai) was a key factor, driving the need for a refreshing and light product. The research identified a growing segment of young and mid-aged adults who prioritize health but are unwilling to compromise on indulgence. This consumer insight established the core conflict the brand needed to solve: how to satisfy a sweet craving while maintaining a health-conscious lifestyle.

Research

Design

The entire visual identity and mood were tailored to the launch season.

Color Palette: A pastel color palette was selected specifically for the summer launch, conveying a sense of coolness, lightness, and fun, which is highly appealing to the young adult audience.
Brand Tone: The tone was intentionally set to be quirky and engaging, designed to capture the attention of the social-media-savvy target audience through relatability and humor.

The entire visual identity and mood were tailored to the launch season.

Color Palette: A pastel color palette was selected specifically for the summer launch, conveying a sense of coolness, lightness, and fun, which is highly appealing to the young adult audience.
Brand Tone: The tone was intentionally set to be quirky and engaging, designed to capture the attention of the social-media-savvy target audience through relatability and humor.

Design

The entire visual identity and mood were tailored to the launch season.

Color Palette: A pastel color palette was selected specifically for the summer launch, conveying a sense of coolness, lightness, and fun, which is highly appealing to the young adult audience.
Brand Tone: The tone was intentionally set to be quirky and engaging, designed to capture the attention of the social-media-savvy target audience through relatability and humor.

Development

The development focused on creating memorable and brand-defining linguistic assets.

Lingo Creation: I helped create the unique lingos and catchy phrases adaptable to the season and the product's core motive, such as the successful tagline: "Obvsly Not Guilty."
Audience Catering: The development of this quirky language was crucial to catering directly to the target audience, making the brand feel current, accessible, and fun.

The development focused on creating memorable and brand-defining linguistic assets.

Lingo Creation: I helped create the unique lingos and catchy phrases adaptable to the season and the product's core motive, such as the successful tagline: "Obvsly Not Guilty."
Audience Catering: The development of this quirky language was crucial to catering directly to the target audience, making the brand feel current, accessible, and fun.

Development

The development focused on creating memorable and brand-defining linguistic assets.

Lingo Creation: I helped create the unique lingos and catchy phrases adaptable to the season and the product's core motive, such as the successful tagline: "Obvsly Not Guilty."
Audience Catering: The development of this quirky language was crucial to catering directly to the target audience, making the brand feel current, accessible, and fun.

Concept

The entire brand concept was built around the core idea of "Obvsly Not Guilty," directly addressing the consumer's mental block against indulgence.

Core Idea: By emphasizing the fat-free product quality and pairing it with a playful dismissal of guilt, the brand positioned itself as the obvious, undisputed choice for handling sweet cravings responsibly.
Goal: To establish Obvsly Gelato as the go-to summer treat that fits seamlessly into a health-conscious lifestyle, turning a moment of potential guilt into a moment of playful confidence.

The entire brand concept was built around the core idea of "Obvsly Not Guilty," directly addressing the consumer's mental block against indulgence.

Core Idea: By emphasizing the fat-free product quality and pairing it with a playful dismissal of guilt, the brand positioned itself as the obvious, undisputed choice for handling sweet cravings responsibly.
Goal: To establish Obvsly Gelato as the go-to summer treat that fits seamlessly into a health-conscious lifestyle, turning a moment of potential guilt into a moment of playful confidence.

Concept

The entire brand concept was built around the core idea of "Obvsly Not Guilty," directly addressing the consumer's mental block against indulgence.

Core Idea: By emphasizing the fat-free product quality and pairing it with a playful dismissal of guilt, the brand positioned itself as the obvious, undisputed choice for handling sweet cravings responsibly.
Goal: To establish Obvsly Gelato as the go-to summer treat that fits seamlessly into a health-conscious lifestyle, turning a moment of potential guilt into a moment of playful confidence.