Piccolina Gelateria — Play On Play Studio

Campaign Brand Identity

2023

In collaboration with Banalarama, we were invited to brand Piccolina Gelateria’s annual gelato project, 8 Chefs in 8 Weeks—a celebrated series pairing master chefs with Piccolina to create limited-edition flavours. The creative direction leaned into the campaign’s voyeuristic theme.

Instead of focusing on the chefs directly, we explored what’s left behind after an experience: the quiet traces and keepsakes that act as evidence of a moment savoured. This became the basis of the graphic language—receipts, handwritten notes, ticket stubs, the tactile ephemera one might absentmindedly slip into a pocket after a night out for gelato.

By treating these fragments as artefacts of memory, the campaign wove a subtle narrative through every touchpoint. Each element felt like a glimpse behind the curtain, a peek into the chefs’ world and the intimacy of the dining ritual. This layered, narrative approach became the heart of the campaign, distinguishing it from previous years and giving Piccolina a fresh, cinematic identity for the project.

↘ Naarm/Melbourne (AU)
↘ Client: Piccolina
↘ Producer: Banalarama
↘ Photographer: Zoe Coldham