This is not your typical gelato branding and packaging but instead is the stunning result of what you get when you mashup surrealist imagery with graphic geometry. Futura designed this trippy packaging for Cloud & Co., a Qatar-based gelato shop.

“Cloud & Co. is a traditional gelato store located in Qatar. We designed an identity that would differentiate C & Co. out of all ice cream shops and gelato stores while seducing consumers with a new gelato culture.

Taking inspiration from the impossible scenes of Escher, we created illustrations where everything is possible, where your dreams come true, and where things without sense are the norm, a fantastic world of pastel skies and cotton candy clouds. We also used geometric figures and eye-catching colors, when combined with a minimalistic but fun logo, complements the intricate illustrations.

Cloud & Co, gelato that’s better than your dreams.”