RAWTY serves up a scoop of sustainability in its playful rebrand for ice cream icon Purkarthofer Eis

Spanning three generations, Purkarthofer Eis is a family-run ice-cream and pastry company that has won over hearts (and taste buds) in Fernitz, Austria, since 1982. “With deep roots in the community,” Tessa Sophie Huber, Co-founder of RAWTY explains, “the family has always played an active role in its close-knit surroundings.” While steeped in nostalgia, their identity – courtesy of Graz-based, purpose-driven studio RAWTY – centres on the brand concept ‘Gelato for Future,’ reflecting the company’s focus on regional sourcing, regenerative agriculture, crowd-farming, and zero-waste practices. “The logo, featuring two facing heads, symbolises both the history and future of Purkarthofer Eis,” Huber tells us, explaining that honouring their legacy while embracing innovation and change was essential. “The design also represents the diverse people who have gathered over ice cream at their favourite spot by the small park in the heart of town – just as they have for generations.”