vey is straightforward: “Santini is more than
just a store, a brand, or an ice cream – it is a
cause. A cause that involves everyone (...)
who, over the course of six decades, have contributed magnificently to making our parlor
(...) a symbol of quality and dedication.” This
clear mission is represented in the shop colors. Santini has served ice cream for over six
decades without suffering any kind of troubles. The clear and bright colors can be seen
as a symbol for Santini’s success. Santini is
open for anyone at any time.
Artisani’s shop design is not as well
thought-out as the ones by Santini and Amorino. The predominant colors are white and
brown, but nothing seems to be linked to a
message that has not already been mentioned
before. Similar to Santini, the white color is
predominant in the parlor. This may be also a
sign of clarity and openness to new customers.
Nannarella’s shop design colors are
white and light blue. The design evidently fits
the brand’s image of “the little corner shop”.
White and light blue colors invoke associ-
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ations of innocence and immaturity. Likewise,
Nannarella is not yet “grown-up”. The shop is
really small, a niche phenomenon whose
uniqueness attracts customers.
To sum up, Amorino and Santini are
the clear winners in this segment. Their shop
designs clearly reflect the image they try to
convey to customers. Although this can be
said for Nannarella’s shop design as well, customers are still restricted in the way they consume Nannarella ice cream: They can only eat
the product outside the store. Artisani fails to
provide an experience to customers clearly
different from the one offered by Santini. Perhaps due to its young age, Artisani was founded only seven years ago, the brand does not
really succeed in differentiating its shop design from other traditional ice cream parlors.