SWEET & CO.
A sweetly cheeky brand identity bringing comfort (and cookies) to hearts in need of a little sugar.
SWEET & CO, a playful bakery specializing in comforting cakes and cookies crafted specifically for moments of heartbreak, needed a brand identity that embraced both empathy and humor. The challenge was to design a visual identity that captured the brand's unique position: offering sweet, cheeky treats as a balm for the broken-hearted. The identity had to feel inviting, uplifting, and a little mischievous to resonate with an audience seeking comfort, fun, and maybe a bit of cathartic indulgence during tough times.
I developed SWEET & CO’s identity with a focus on quirky, uplifting visuals paired with playful typography and vibrant pastel colors. The logo featured a whimsical, hand-drawn type that conveyed a sense of warmth and personality. I integrated humorous, light-hearted phrases like "Mend with Morsels" and "Heartbreak? Have a Cookie" into the brand assets to strike a tone of empathy mixed with cheekiness. Packaging will feature small, uplifting messages inside and fun illustrations that bring a smile even before the first bite. On social media, I created a series of playful cake decorations and relatable phrases about heartbreak and healing, inviting followers to embrace the comfort of a well-baked treat. This cohesive brand identity positioned SWEET & CO as a charming, compassionate go-to for anyone needing a little sweetness to lighten a heavy heart.
