SweetCheeks

Sweetcheeks Kitchen is redefining indulgence with treats that invite everyone to the table. When the new owners stepped in, they envisioned a brand refresh that reflected their personalities and heritage while showing that Sweetcheeks is about more than being vegan or gluten-free—it’s about joy, community, and really good food.

We started with a mood board that captured the vibe: vibrant, inviting, and just the right amount of cheeky. Sweetcheeks already had a reputation for surprising people with its treats, so the brand identity needed to feel just as exciting—an indulgence that breaks expectations but still feels familiar.

The mascot design was an experiment in blending old methods with new. I used AI-generated concepts as a jumping-off point, curious about what unexpected shapes might surface. But staying hands-on was essential. I printed the concepts and traced them with pencil, letting the process add those little imperfections that give designs personality. After more than 60 versions, I found the one, scanned it, and refined it in Illustrator. Combining tools like this brought both structure and warmth to the final design.

From there, the brand identity came together. Typography, colour choices, packaging, and signage were all created to feel bold but approachable, nostalgic yet fresh. A retro-modern logo paired with a playful colour palette added sophistication to Sweetcheeks’ joyful and cheeky personality.

The new brand speaks to Sweetcheeks’ key audiences: coffee shop owners looking for standout vegan options, locals who value inclusive businesses, and anyone who believes good food is for everyone. Every element was designed to reflect these values and create a sense of community.

Although the launch has been delayed, the work has already made an impact. I presented the project at Adobe Max, and it was featured in Creative Pro Magazine, showing how combining new methods with trusted ones can bring a brand’s story to life.

Sweetcheeks Kitchen is no longer just a treat, it’s a celebration where people connect, celebrate, and keep coming back. Once the new identity officially launches, it’s ready to turn even more heads and bring more people to the table.

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