Pearlfisher has created the brand identity for new Lebanese ice-cream brand Cornelli and the identities for the 11 sub-brands under the Cornelli umbrella.

Pearlfisher was tasked with creating an original and innovative new brand to redefine ice-cream for the Lebanese market after leading Lebanese distributor Transmed spotted an opportunity to challenge the existing market leaders in a market dictated by habit and loyalty.

Pearlfisher Creative Director Natalie Chung, said, “The bold yet elegant logotype of the Cornelli master brand is confident and proud of its ice cream roots, created to celebrate Italian flair and ice cream expertise. The ripple of vibrant colour celebrates and expresses the richness of life, the joy to be had by living in the moment and the deliciously sensorial experience of all the products. The naming and tone of voice carries this passion, feeling and energy from the packaging right through to all brand livery, signage and guidelines.”

Fouad es Said, President of Transmed, commented, “ What impressed us the most is how quickly Pearlfisher understood the Lebanese culture and created a brand that embodies that culture. The brand identity personifies the Lebanese people – it’s colourful, daring and very high quality. I have no doubt that, with these foundations, Cornelli could very soon become the leading ice cream brand in Lebanon. This must be a record project in terms of timing — from the day we made the decision to build an ice cream plant until we placed our first sku in the market took less than 9 months!”

The Cornelli product range will be on shelf from April 2010.