Sami's Sweets
Transforming a family dessert shop into a memorable brand through retro-inspired visual identity centered around Sami himself.
BRANDING IDENTITY
VISUAL DESIGN
PRINT & DIGITAL COLLATERAL
Industry
Food & Beverage
Duration
Mar 25' - Apr '25
Tools/Methods
Figma, Adobe Creative Cloud, Canva
Impact
Memorable retro brand identity
Key Challenge
Standing out in competitive market
What I did on this project…
As the Brand Designer, I created a complete visual identity system for Sami's Sweets that captures attention and creates memorable brand experiences for younger demographics.
Research & Strategy
Analysed competitive dessert market and identified opportunity for distinctive retro aesthetic to differentiate from competitors.
Brand & Visual Design
Designed complete brand identity including custom mascot logo, retro colour system, and playful visual language that embodies the brand's fun personality.
Touchpoint Design
Created cohesive visual system across digital menu interface, window posters for street appeal, and comprehensive booklet menu ensuring clear navigation.
The problem
Being 'Deserted' in the Dessert Crowd
'Deserted' in the Dessert Crowd
The dessert market is saturated with similar-looking brands competing for the same young demographic. Without a distinctive visual identity, new dessert shops struggle to:
Capture attention
Create memorability
Build emotional connection
The solution
A Retro-Inspired Sweets
I designed a vibrant brand identity system rooted in playful retro aesthetics that makes Sami's Sweets impossible to ignore. The colourful, energetic visual language creates instant recognition and emotional connection with younger audiences.
The Visual Identity
Visual Identity
HOVER OVER THE
TAP
FOR MORE INFO
The Concept
A custom mascot logo featuring the family's son "Sami", illustrated in retro style wearing a baker's hat. This personal touch transforms the brand from just another dessert shop into a family story, creating warmth and authenticity.
The Thinking
By making Sami the literal face of the brand, the logo creates immediate personality and authenticity. The retro illustration style taps into nostalgic visual trends popular with younger audiences, while the warm brown and off-white palette keeps it approachable and grounded in the dessert category.
It's personal, and impossible to confuse with competitors.
Key Designs
Physical Menus
Window Posters
The Design System
Design System
Primary colours
#653F17
Primary
#FCB414
Secondary Accent
#EB5160
Tertiary Accent
#FFDA88
Tertiary Accent
#37210A
Text colour
#2F0A28
Text colour
#FCFBF4
Background
#653F17
Primary
#EB5160
Tertiary Accent
#37210A
Text colour
#FCFBF4
Background
#FCB414
Secondary Accent
#FFDA88
Tertiary Accent
#2F0A28
Text colour
Typography
Brand font
Bright
REGULAR
Brand font
Bright
REGULAR
Heading Text
Payton One
REGULAR
Heading Text
Payton One
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Brand font
Bright
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Heading Text
Payton One
REGULAR
More Projects
Sami's Sweets
Transforming a family dessert shop into a memorable brand through retro-inspired visual identity centered around Sami himself.
BRANDING IDENTITY
VISUAL DESIGN
PRINT & DIGITAL COLLATERAL
Industry
Food & Beverage
Duration
Mar 25' - Apr '25
Tools/Methods
Figma, Adobe Creative Cloud, Canva
Impact
Memorable retro brand identity
Key Challenge
Standing out in competitive market
What I did on this project…
As the Brand Designer, I created a complete visual identity system for Sami's Sweets that captures attention and creates memorable brand experiences for younger demographics.
Research & Strategy
Analysed competitive dessert market and identified opportunity for distinctive retro aesthetic to differentiate from competitors.
Brand & Visual Design
Designed complete brand identity including custom mascot logo, retro colour system, and playful visual language that embodies the brand's fun personality.
Touchpoint Design
Created cohesive visual system across digital menu interface, window posters for street appeal, and comprehensive booklet menu ensuring clear navigation.
The problem
Being 'Deserted' in the Dessert Crowd
'Deserted' in the Dessert Crowd
The dessert market is saturated with similar-looking brands competing for the same young demographic. Without a distinctive visual identity, new dessert shops struggle to:
Capture attention
Create memorability
Build emotional connection
The solution
A Retro-Inspired Sweets
I designed a vibrant brand identity system rooted in playful retro aesthetics that makes Sami's Sweets impossible to ignore. The colourful, energetic visual language creates instant recognition and emotional connection with younger audiences.
The Visual Identity
Visual Identity
HOVER OVER THE
TAP
FOR MORE INFO
The Concept
A custom mascot logo featuring the family's son "Sami", illustrated in retro style wearing a baker's hat. This personal touch transforms the brand from just another dessert shop into a family story, creating warmth and authenticity.
The Thinking
By making Sami the literal face of the brand, the logo creates immediate personality and authenticity. The retro illustration style taps into nostalgic visual trends popular with younger audiences, while the warm brown and off-white palette keeps it approachable and grounded in the dessert category.
It's personal, and impossible to confuse with competitors.
Key Designs
Physical Menus
Window Posters
The Design System
Design System
Primary colours
#653F17
Primary
#FCB414
Secondary Accent
#EB5160
Tertiary Accent
#FFDA88
Tertiary Accent
#37210A
Text colour
#2F0A28
Text colour
#FCFBF4
Background
#653F17
Primary
#EB5160
Tertiary Accent
#37210A
Text colour
#FCFBF4
Background
#FCB414
Secondary Accent
#FFDA88
Tertiary Accent
#2F0A28
Text colour
Typography
Brand font
Bright
REGULAR
Brand font
Bright
REGULAR
Heading Text
Payton One
REGULAR
Heading Text
Payton One
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Brand font
Bright
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Heading Text
Payton One
REGULAR
More Projects
Sami's Sweets
Transforming a family dessert shop into a memorable brand through retro-inspired visual identity centered around Sami himself.
BRANDING IDENTITY
VISUAL DESIGN
PRINT & DIGITAL COLLATERAL
Industry
Food & Beverage
Duration
Mar 25' - Apr '25
Tools/Methods
Figma, Adobe Creative Cloud, Canva
Impact
Memorable retro brand identity
Key Challenge
Standing out in competitive market
What I did on this project…
As the Brand Designer, I created a complete visual identity system for Sami's Sweets that captures attention and creates memorable brand experiences for younger demographics.
Research & Strategy
Analysed competitive dessert market and identified opportunity for distinctive retro aesthetic to differentiate from competitors.
Brand & Visual Design
Designed complete brand identity including custom mascot logo, retro colour system, and playful visual language that embodies the brand's fun personality.
Touchpoint Design
Created cohesive visual system across digital menu interface, window posters for street appeal, and comprehensive booklet menu ensuring clear navigation.
The problem
Being 'Deserted' in the Dessert Crowd
'Deserted' in the Dessert Crowd
The dessert market is saturated with similar-looking brands competing for the same young demographic. Without a distinctive visual identity, new dessert shops struggle to:
Capture attention
Create memorability
Build emotional connection
The solution
A Retro-Inspired Sweets
I designed a vibrant brand identity system rooted in playful retro aesthetics that makes Sami's Sweets impossible to ignore. The colourful, energetic visual language creates instant recognition and emotional connection with younger audiences.
The Visual Identity
Visual Identity
HOVER OVER THE
TAP
FOR MORE INFO
The Concept
A custom mascot logo featuring the family's son "Sami", illustrated in retro style wearing a baker's hat. This personal touch transforms the brand from just another dessert shop into a family story, creating warmth and authenticity.
The Thinking
By making Sami the literal face of the brand, the logo creates immediate personality and authenticity. The retro illustration style taps into nostalgic visual trends popular with younger audiences, while the warm brown and off-white palette keeps it approachable and grounded in the dessert category.
It's personal, and impossible to confuse with competitors.
Key Designs
Physical Menus
Window Posters
The Design System
Design System
Primary colours
#653F17
Primary
#FCB414
Secondary Accent
#EB5160
Tertiary Accent
#FFDA88
Tertiary Accent
#37210A
Text colour
#2F0A28
Text colour
#FCFBF4
Background
#653F17
Primary
#EB5160
Tertiary Accent
#37210A
Text colour
#FCFBF4
Background
#FCB414
Secondary Accent
#FFDA88
Tertiary Accent
#2F0A28
Text colour
Typography
Brand font
Bright
REGULAR
Brand font
Bright
REGULAR
Heading Text
Payton One
REGULAR
Heading Text
Payton One
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Brand font
Bright
REGULAR
Body Text
Poppins
LIGHT
MEDIUM
BOLD
Heading Text
Payton One
REGULAR