Papanapa’s packaging design for La Mia highlights the distinctive self-service gelato store, which offers over 50 flavors for customers to enjoy at home with their families. The design celebrates the simplicity of Italian gelato-making and conveys attributes like affordability, sophistication, and the convenience of enjoying gelato at home. Papanapa’s playful and humorous verbal identity adds a comforting touch to the brand’s communication, spanning over 50 distinct packaging designs and various channels. The brand’s visual identity, with its dynamic color palette and endearing illustrations of containers and popsicles, further sweetens La Mia’s distinct personality, making it a standout choice for ice cream enthusiasts seeking joy.

Unlike traditional ice cream shops, where people eat on the spot, La Mia is an irresistible self-service store offering more than 50 flavors to fill your basket and freezer and enjoy with your family. To celebrate the simple Italian way of making gelato, Papanapa was invited to build the verbal and visual universes of the brand and launch it to the market with consistent and joyful communication. In positioning, it was essential to communicate attributes such as accessibility in price, sophistication in experience, and made-to-consume at home.