Vilo

Industry: Food & Beverage / Gelato
Services: Brand Strategy, Messaging, Marketing Plan, Culture & Training

The Problem
Vilo was more than just a gelato brand—it was a feeling. But without a unified strategy, consistent messaging, or recognisable identity, it risked blending in with the crowd. They needed a brand and customer experience that delivered something memorable with every scoop.

Objectives

• Establish Vilo as a destination brand built around JOY
• Build brand awareness and market presence in Indonesia
• Create emotional resonance through customer experience
• Launch a loyalty program and increase brand advocacy
• Equip internal teams with tools to deliver the brand promise

Strategy
We built the entire Vilo brand universe around a single magnetic idea: JOY. From the “Vilo JOY” brand platform to tone of voice, staff culture, flavour naming, and the launch of the JOY Club loyalty program—we shaped every element to surprise, delight, and inspire. We created a full channel marketing strategy, staff handbook, culture and training systems, social rollout, and in-store messaging to turn every gelato moment into a memory. We also delivered leadership training using the Golden Circle framework to align the internal team with the brand’s purpose and customer journey.

Key Results / Outcome
Vilo launched with a magnetic identity and brand experience that immediately stood out in the market. Their social engagement and in-store foot traffic grew, the JOY Club fostered loyal customers, and their staff felt equipped and energised to deliver on the brand promise. From pop-ups to flagship stores, Vilo became a destination where every jar delivers a little bit of magic—and a lot of JOY.

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