PROJECT OVERVIEW
Booya began as a client-chosen name with no existing brand equity or recognition. VMAL was appointed to transform it into a commercially strong gelato brand capable of standing out on the busy Golders Green Road and driving consistent footfall.
The objective was to turn a simple concept into a memorable retail destination that converts visibility into sales.
CLIENT
Booya
CATEGORY
Logo Design, Brand Design, Web Design, Advertising
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VISION
To build a bold, recognisable gelato brand that feels familiar, inviting, and commercially scalable — attracting passers-by and turning them into repeat customers.
STRATEGY
We developed a brand system designed for recognition and recall. A signature pink was used to create strong appetite appeal, balanced with a fresh blue to broaden inclusivity and avoid gender association.
A flexible brand icon was created for use across packaging, uniforms, signage, and marketing, ensuring consistent visibility at every touchpoint. The Booya “B” was also shaped to reflect a gelato scoop, embedding product association directly into the identity.
This approach was focused on one goal: turning visibility into conversion.
SOLUTION
VMAL created a complete visual identity and rollout system that gave Booya immediate presence in a competitive retail environment. As the product range expanded, the brand scaled seamlessly to support new offerings such as bubble waffles and seasonal items including Chanukah doughnuts through promotional campaigns and in-store advertising.
The result is a distinctive, high-traffic gelato brand that transformed a non-descriptive name into a recognisable and profitable destination.
