Sammontana | Collection of copy works

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BACKGROUND

Sammontana is an Italian love brand. Their ice-creams and frozen goods are well-known and appreciate for their rich and authentic taste. There is no surprise if Sammontana has become a synonym of Italian Summer.

UAU!

In 2019 Sammontana launched its first hypocaloric and rich in protein ice cream. Light but with that authentic taste that is Sammontana signature. The first thing has been thinking about the gelato positioning and naming. We decided to keep it simple, trying to communicate the genuine reaction of wonder to this innovative product. That's how we came up with UAU! (The Italian word for WOW).

The copy on the packaging side underlines its most appealing feature: "good as always, but without guilt".

UAU! ENERGY BAR

After the launch of UAU!, Sammontana went further making it even as a protein ice cream bar. This time the reaction of wonder is for the entrance of the gelato into the sporty world, and this is what we wanted to tell with the front pack copy: "The protein bar that turns into ice cream. Unbelievable but UAU!"

GRUVI

For 2020, Sammontana decided to launch a new, surprising ice cream: soft, yet crunchy and creamy.

We worked on finding a naming to communicate the gelato Italian heritage as well as its unexpected personality, due to its different textures.

And the result is GRUVI. Rhythmic as a groove (but spelled in Italian), dynamic, easy to remember and at the same time able to suggest something raw, as the imperfect, artisanal quality of this ice cream.