SweetCheeks

Sweetcheeks Kitchen isn’t your typical vegan, gluten-free bakery. They’re all about creating “irresistibly delicious treats everyone can enjoy,” indulgence without compromise. When the new owners took over, they wanted a brand refresh that would capture their unique personalities and heritage, while making it clear that Sweetcheeks’ value goes beyond dietary restrictions—it’s about inclusivity and delight for all.

We kicked off with a mood board to set the tone: vibrant, inviting, and just a little quirky. Our goal was to create an “exclusive, cheeky indulgence” that defies expectations of vegan and gluten-free treats, building on Sweetcheeks’ reputation for surprising and satisfying its customers. We started with the mascot—someone with “cheeks full of sweets” to represent the brand’s playful, friendly spirit. To push my creative approach, I used AI for the initial ideas, printed the outputs, and traced over them by hand, allowing room for “happy accidents.” Once I found a direction that clicked, I scanned the sketches and refined the final look in Illustrator.

But the mascot was just one part of the full brand identity. From typography and colour choices to packaging and signage, every detail came together to form a cohesive visual story that echoed Sweetcheeks’ blend of rich flavours and personality. The retro-modern logo, combined with an attention-grabbing colour palette, added sophistication to the brand’s cheeky, joyful tone, making it feel both nostalgic and fresh.

The identity was designed to resonate with Sweetcheeks’ key audiences, from coffee shop owners looking for unique vegan options to customers who value local, dietary-inclusive choices. By capturing these values visually, we created a brand that builds community and sparks connections around shared experiences with food.

The owners were so excited with the final design that they wanted to add more characters based on themselves, blending in their Vietnamese and Danish heritage for an even deeper, personal connection. This unique, layered approach has since drawn the attention of the design community, with features in Creative Pro Magazine and Adobe Max showcasing Sweetcheeks as a case study in how a fresh, hands-on process can make a brand memorable and meaningful. The new identity has transformed Sweetcheeks into more than just a bakery—it’s a brand that customers feel connected to, inspired by, and excited to visit again and again.

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