Laboratorio
Salicornia

in short

Brand identity for Murano artisanal gelateria

Type: Freelance project
Role: Identity Designer
Year: Mar–Aug 2025
Team: Solo designer

Key work:
BRAND WORKSHOP
LOGO SYSTEM
PATTERN
COLLATERAL DESIGN

Laboratorio Salicornia is a new artisanal gelateria opened in Murano, Venice, in 2025. The two founders wanted an identity that reflected their values of craftsmanship, quality, and freshness. I guided them through a brand discovery workshop and created the full identity system: logo variations, color palette, typography, pattern, printed applications, and in-store visuals. Illustrations were licensed externally and integrated into the system.

I delivered a cohesive, contemporary identity that expresses artigianato, qualità, and freschezza — applied consistently across packaging, signage, and shop interiors.

Inspirations

Full logo version

Gelato cup
Photo by Ilaria Toma

Tote bag
Photo by Ilaria Toma

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Laboratorio Salicornia

deep dive

Salicornia is a Murano-based gelateria that needed a cohesive identity to leave a print in heavily populated market.

I created the brand system — logo variations, pattern, collateral, and shop applications — rooted in values of craftsmanship and freshness.

Some keywords individuated by the clients

Context & Challenges

The founders envisioned a space that blended the artisanal feel of traditional gelato with a minimal, contemporary aesthetic. The identity needed to work across diverse touchpoints — signage, menus, packaging, and printed materials — while keeping a friendly tone that matched the island’s character.

Visual inspiration from the natural surroundings and blowing glass, tradional art of Murano

My Role & Responsibilities

Conducted a brand discovery workshop (values, tone, and moodboard).
Designed the logo glyph and wordmark system in multiple compositions.
Selected color palette and typography (Archivo family).
Created pattern and texture elements inspired by the glyph’s shapes.
Designed collateral: business cards, menu board, labels, signage.

Workshop activity to individuate the core values

Workshop activity to individuate the personality traits

Workshop activity to define the vision

Process

The visual language stems from the circular form of the logo glyph — repeated and simplified into a tileable pattern. The color palette balances warm neutrals with a distinctive sea-green accent, echoing Murano’s lagoon context. Archivo was chosen for its geometric clarity and versatility across print and digital uses.