Lec
A Bold Identity for a Lighter Kind of Gelato
LEC entered the gelato market with a lower-calorie recipe and the ambition to make pleasure its defining message. We developed a bold visual and verbal identity that puts flavour centre stage, giving the new brand a distinctive presence in supermarket freezers and a personality of its own.
Launched in April 2024, LEC was founded by Formula 1 driver Charles Leclerc, Federico Grom and Guido Martinetti, founders of Grom, and Nicolas Todt. Inspired by Leclerc’s desire to enjoy gelato alongside the nutritional demands of professional sport, the range contains a maximum of 150 kcal per 100g. Developed with the founders’ expertise in Italian gelato and sold in 460 ml tubs, the product needed to communicate taste and lightness at a glance.
We joined when the startup already had its name, product concept and marketing vision. Our role was to shape the brand narrative and develop its visual and verbal identity, establishing a distinctive position in a category where traditional gelato and low-calorie alternatives often follow different visual conventions. Taste remained central, while the brand needed to stand on its own beyond its association with Leclerc.
We created a vibrant pop identity, combining yellow, orange and brown with vivid colours assigned to each flavour. The custom-designed logotype incorporates the “drip”, a melting-gelato detail that becomes a recurring graphic element. Whole ingredients appear alongside generous scoops, while photorealistic 3D food imagery emphasises texture and appetite appeal. Together, these elements give LEC an immediate, recognisable presence on supermarket shelves.
The verbal identity follows the same playful approach. We developed the payoff “Why Resist?” and flavour names including “Why Nut”, “Swirly Pistachi-oh!”, “Vanillove”, “Peanut Caramel Tango” and “Chocolate Crunch”. Across packaging designs, flavour names, calorie information and brand messages follow a clear hierarchy, making the product’s proposition easy to grasp at the point of purchase.
Our collaboration has continued beyond launch, with strategic and creative support for LEC’s marketing team. We developed brand guidelines, sales and corporate materials, and creative direction for photography and video, while accommodating the production requirements and deadlines of large-scale retail. These shared principles give LEC a consistent identity across applications, balancing flavour, enjoyment and its lighter formulation.
In Brief
Visual Identity
Verbal Identity
Art Direction
Packaging
CREDITS
3D Food Shots: Nei Ramos
3D Pack Shots: Nicola Aureli
People Shots: Race Service
LEC entered the gelato market with a lower-calorie recipe and the ambition to make pleasure its defining message. We developed a bold visual and verbal identity that puts flavour centre stage, giving the new brand a distinctive presence in supermarket freezers and a personality of its own.
Launched in April 2024, LEC was founded by Formula 1 driver Charles Leclerc, Federico Grom and Guido Martinetti, founders of Grom, and Nicolas Todt. Inspired by Leclerc’s desire to enjoy gelato alongside the nutritional demands of professional sport, the range contains a maximum of 150 kcal per 100g. Developed with the founders’ expertise in Italian gelato and sold in 460 ml tubs, the product needed to communicate taste and lightness at a glance.
We joined when the startup already had its name, product concept and marketing vision. Our role was to shape the brand narrative and develop its visual and verbal identity, establishing a distinctive position in a category where traditional gelato and low-calorie alternatives often follow different visual conventions. Taste remained central, while the brand needed to stand on its own beyond its association with Leclerc.
We created a vibrant pop identity, combining yellow, orange and brown with vivid colours assigned to each flavour. The custom-designed logotype incorporates the “drip”, a melting-gelato detail that becomes a recurring graphic element. Whole ingredients appear alongside generous scoops, while photorealistic 3D food imagery emphasises texture and appetite appeal. Together, these elements give LEC an immediate, recognisable presence on supermarket shelves.
The verbal identity follows the same playful approach. We developed the payoff “Why Resist?” and flavour names including “Why Nut”, “Swirly Pistachi-oh!”, “Vanillove”, “Peanut Caramel Tango” and “Chocolate Crunch”. Across packaging designs, flavour names, calorie information and brand messages follow a clear hierarchy, making the product’s proposition easy to grasp at the point of purchase.
Our collaboration has continued beyond launch, with strategic and creative support for LEC’s marketing team. We developed brand guidelines, sales and corporate materials, and creative direction for photography and video, while accommodating the production requirements and deadlines of large-scale retail. These shared principles give LEC a consistent identity across applications, balancing flavour, enjoyment and its lighter formulation.
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