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What do you do?
Gelato Shop - (Italian Ice Cream)
What is your industry?
Describe your audience
Consumer is upper middle to upper income - has traveled to Italy or understands attributes of gelato. Understands that gelato is: made fresh daily, characterized by intense flavor, and is better for consumers in nutritional attributes than other frozen desserts.
What are the top 3 things you would like to communicate to your audience?
Highest quality & freshness
Style and Concept
What styles do you like?
The shop is minimalist Italian modern. The name Rosso simply means red - see below. The emotion that customers should feel is passion for perfection and quality.
What colors do you like or hate?
The color red should be used. The Italian word Rosso means red. Red is a color that conveys passion and emotion - two characteristics that I would like to associate with the brand. I do like red and yellow...Ferrari uses this combination in their retail store signs.
Any other additional info? (optional)
The strategy is to offer an exceptional experience for dessert. The offerings will be of the highest quality made fresh daily. The store will be small and intimate. There will be a very attractive sidewalk seating area flanked by boxwoods and flowers. The store will offer an affordable indulgence in these challenging economic times. The store is under construction and photos are not available. The interior of the store will feature a red glass accent wall. The cases are being painted Ferrari red. The store will feature white walls and countertops. The floor will be bamboo wood. Seating - the Bellini chair and red couches with stainless steel legs and accents. Lighting will be recessed spots and hidden neon tubes. A flat panel TV will feature Italian images (emotional and instructional - education on gelato) and music (contemporary and classic Italian artists). High-end Italian art and glass will be on display in the store. I am also an Italian car collector and may display tasteful Italian racing memorabilia from Ferrari and Alfa Romeo.
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