Gelée
RoAndCo was enlisted by Gelée founder Zoe Messinger to reimagine the nostalgic treat (Jell-O) in a fresh, artful, and elevated way that conveys both joy and health. RoAndCo's task was to create a brand that supports healing without feeling or looking like a supplement or health food brand. Created through artistry and play, this healthy jelly snack blends nourishment and sensuality—a refreshing take within the category.
- Campaign
- Art Direction
- Web Design
- Brand Identity
- Brand Strategy
- Influencer Gifting
- Brand Book
- Copywriting
Brand Identity
The Gelée branding strikes a balance between healthiness and playfulness. Inspired by surrealist paintings and vintage Italian signage, the logo is joyful and fluid, reflecting the essence of the product. The stripped back graphic system and black-and-white typography allow for the vibrant colors of the product to take center stage. From the retro Italian logo to the artful photography and raw, 90s art gallery-inspired design, the brand exudes delight, luminosity, and a touch of nostalgia.
Web Design
The website was conceived as a creative canvas, reflecting Gelée’s ever-evolving nature. The goal was to create a dynamic e-commerce experience with a collage-like aesthetic that infuses playfulness. The bespoke ‘spotlight’ feature allows users to see the world through Gelée-tinted glasses, while the recipe section encourages creativity, allowing customers to choose their own adventure.
Print Design
The influencer marketing box included an oversized poster showcasing Gelée as a "delight full of light," combining iconic photography, recipes, ingredients, and a personal note from Zoe.
Art Direction
The art direction was inspired by the minimalist fashion photography of the late 1990s, particularly the raw, stripped-back styles of Juergen Teller, Mark Borthwick, and Vanessa Beecroft. We directed all of the launch photography and videos across the website, packaging, and influencer gift collateral.
Product Art Direction
For product photography and the how-to video, we collaborated with photographers John Von Pamer and John Saporna. We also worked with the same team to create stylized images for Zoe’s recipes, highlighting Gelee’s culinary artistry—from a matcha fizz with guava marbles to a martini with passion fruit pearls.
Art Direction Lifestyle
Our approach to lifestyle photography featured Zoe Messinger in the kitchen, captured in an authentic and raw style by Kava Gorna.
Credits
Photographers
- Creative Direction
- RoAndCo Zoe Messinger Photographers JohnVon Pamer John Saporna Kava Gorna
- Video John Von Pamer Food Stylist Zoe Messinger Photo Retouching Zach Vitale
- 3D Rendering Haruko Hayakawa Web Development Baggy
