The finest gelato bar none

Gelato bars are relatively new to our chilly shores. Even so, the market’s grown swiftly – with most companies serving up much the same offering. Scoop after scoop.

So, when the Fortes asked us to create a new brand for their venture into gelato, we knew we had to do something different. Something far from vanilla.

Many days of research and gelato-licking hours later, our strategy was clear: we had to carve out a new space. A space built on emotion.



  • Branding
  • Strategy
  • Name origination
  • Brand voice
  • Design & Art direction
  • Illustration
  • Print
  • Website design
  • Packaging
  • In-store design
Swoon Gelato Ice Lolly Branded Product Gif2

From out of the cold, warmth

At the heart of this was the name, Swoon. We conceived it to capture the feeling you get when gelato melts in your mouth and you experience the delicious marriage of flavours. And to capture the happiness generated and chemistry sparked by people coming together over gelato. Gelato made with love and to fall in love with.

We created an engaging visual and verbal brand language that people would connect with on an emotional level, together with a powerful, instantly recognisable brand mark. And we deployed it across all brand collateral – from store signage and window displays through to packaging and staff uniforms. We also created the website along with brand stories – all using the newly created tone of voice.

In short, we created an end-to-end experience that ensured optimum brand impact at every point of contact.



Fable Swoon Design Two Cones
Fable Swoon Design Gelato Sticks
Fable Swoon Design Store Sign
Fable Swoon Design Coffee Cups
Fable Swoon Design Carrier Bag
Fable Swoon Design Rewards Card
Swoon Packaging showing gelato in tubs
Fable Swoon Design Polytub
Fable Swoon Design Website 01
Swoon Responsive Website Design
Fable Swoon Design Website 03

Branding licked

The success of this project was clearly demonstrable. They swiftly became the talk of the town – with people queuing out the door to see if the gorgeous gelato lived up to the hype. And it did. They scooped a Great Taste Producer of the Year award and went on to open a second gelato bar in the centre of Bath.