Grom asks Creators to design its icon, one that immediately identifies and distinguishes the brand through its printed materials and points of sale. Grom intends to create new shop signs/flags to be disposed perpendicularly with respect to the shop in order to be highly visible even at distance.

To better understand the objective of our Pitch, when designing the icon have in mind two world-wide known examples: Apples (the apple itself) and Starbucks (the mermaid).

!!! Update as of April 20th, 2010 !!!

Apart from being in total harmony with the current Grom logo, the new one must be very simple and stylized, minimalist and discreet rather than complex and well articulated.

The graphics of the ice-cream cone/cornet should not be extremely obvious – we would rather have it associated with some other element so that it turns out more interesting from a conceptual point of view.

Many of you have chosen G (from Gelato = icecream) – we must say we find it a very general symbol unless differently assembled/associated. We are actually looking for a brilliant logo association rather than a common one.

We would highly appreciate a Grom symbol/icon that leaves room for different conceptual interpretations and possibilities, one that brings together some of the following elements to induce optical illusions:
  ∞ Mura Mura land (the lake and the fruit/icecream)
  ∞ Grom’s bio (organic) nature as ice -cream producer (fruit/milk/natural ingredients/icecream)
  ∞ Grom’s ecologic approach reflected in all ice-cream sale accessories – no plastic but recyclable packaging.

!!! End of the update !!!

Diversity is one of Grom’s most valued principles. Its clients are homogeneous in terms of age and the female customers are the predominant decision makers when buying family and children desserts.

Grom’s target customers pay special attention to product quality; they look for natural ingredients and care a great deal about the environment. They have medium/high income and they appreciate the excellence of our ice-cream – a healthy and pure product with no chemical additives. Our elegant while welcoming POS environment and our well trained and smiling staff are important to them as well.

Grom wants its icon to express: high quality Italian product, excellent ice-cream, affordable luxury, natural taste, pureness and elegance.
The logo should immediately identify Grom and it should be highly visible and recognizable even at distance.

There are many reasons why Grom’s claim is a credible one:
  ∞ the quality of our raw material is unquestionable;
  ∞ the fruits we use are natural – we have our own crop at Mura Mura;
  ∞ under no circumstance we use chemical additives, artificial colors or flavors

Obsessed with quality

The icon will be primarily used for POS signs. Afterwards, will be used for all our printed material, shoppers, staff’s costumes. The budget/POS is approximately 10 000 euro. Considering our 2010 plan – to have 50 POS around the world, the aggregated budget sums up 500 000 euro.