When Paciugo came under new ownership, they envisioned a fresh and modern transformation, moving away from their traditional Italian roots and embracing pop culture vibes. As their trusted consultant, I played a pivotal role in shaping their strategy and creative direction.

To bring their vision to life, I sourced an agency capable of providing turn-key services for photography, video, and social media, acting as the bridge between the client and the agency to ensure a seamless collaboration.

To captivate a younger audience, Paciugo launched a summer flavor that was nothing short of magical—the Paciunicorn. I spearheaded the concept, product development, and creative direction for marketing materials, including eye-catching merch, vibrant POP displays, and engaging social media posts.

The playful and enchanting Paciunicorn cup quickly became a hit, inspiring several knock-offs by major ice cream brands like Baskin Robbins—proof of its undeniable charm and success in the market.

With a bold new image and irresistible offerings, Paciugo continues to delight customers and stay ahead of the competition, embracing their new identity in the modern pop culture landscape.