Client
Duration
Designing the Flavor of Joy
Sweet Heaven is a confectionery born from 17 years of craftsmanship, passion, and an extraordinary love for sweetness. The brand wanted to refresh its image and create a consistent, recognizable identity that would capture the emotional warmth of their products while staying practical for everyday use across digital and physical touchpoints. My role was to lead the full branding process, from logo design to implementation in-store, ensuring that the identity reflects the spirit of the brand and remains easy to apply for future designers, including those handling day-to-day social media communication.
The Recipe for Consistency
Discovery & Moodboarding
I started by analyzing Sweet Heaven’s existing presence, customer base, and competitors. Moodboards were created around themes of warmth, indulgence, and playfulness, contrasted with clarity and elegance for readability and recognition.
Logo Design
The final logo combines a soft, welcoming wordmark with subtle confectionery-inspired details, conveying both craftsmanship and lighthearted sweetness.Brand Identity System
I developed a full visual system with color palettes, typography, patterns, and iconography. The palette centered around warm pastels and chocolate-inspired tones, while the typography balanced modern legibility with a handcrafted feel.Applications
To bring the brand to life, I designed:Posters & banners for promotions
Store arrangements and signage
Employee uniforms (harmonizing with the identity colors)
Business cards & vouchers
Digital assets (social media templates, headers, promo graphics)
Each element was tested across print and digital to ensure consistency, scalability, and easy adaptation.
The Recipe for Consistency
Sweet Heaven came with a unique set of challenges. With 17 years of history, the brand needed a fresh, modern look without losing the warmth and familiarity that loyal customers loved. Every design decision had to respect the brand’s story while giving it a more polished and cohesive identity.
The scope of the project was wide. It wasn’t just a logo redesign. I had to make the brand work across many touchpoints, including store layouts, staff uniforms, posters, banners, vouchers, business cards, and social media templates. Each element had to feel connected to the same visual language, even when applied in very different contexts and sizes.
At the same time, the identity had to be practical. Marketing teams and external designers needed tools that were easy to use, allowing them to apply the brand consistently without overcomplicating the process. This required a flexible design system, clear guidelines, and adaptable templates.
Finally, the biggest challenge was capturing the emotional essence of the brand. Sweet Heaven is about more than just sweets, it is about experiences, joy, and indulgence. Colors, shapes, and illustrations all had to convey this feeling while staying clear, functional, and easy to use across different media.
In short, the challenge was to create a versatile, cohesive, and emotionally engaging brand system that works in physical and digital spaces, resonates with customers, and is practical for the team to use every day.
The Sweet Spot of Identity
I started with a new logo, designed to capture the warmth, playfulness, and craftsmanship that define Sweet Heaven. The wordmark and icon system were developed to feel friendly and indulgent, while remaining versatile for different applications.
Building on that, I created a full brand identity system, including a color palette inspired by sweets and pastels, typography with personality but legibility, and patterns that could be applied across digital and print. This system ensures that every visual element stays consistent, whether it’s used by me, the internal team, or external designers.
Other key elements included:
Posters and banners, visually engaging pieces for stores and local campaigns
Business cards and vouchers, small but memorable touchpoints that carry the brand personality
Store arrangements, signage, displays, and layouts designed to make the customer experience immersive
Staff uniforms, subtle yet cohesive apparel that reinforces the identity without overwhelming daily operations
Finally, I delivered a flexible design toolkit that allows social media designers, marketing teams, and future collaborators to create materials quickly, without losing the brand’s core essence. Every asset was tested in context from physical shops to online promotion to make sure it communicates Sweet Heaven’s joy and passion in every interaction
