Sweet Sarcasm
Bold candy branding with a dark twist, built for the shelf and the scroll.
Genuinely sweet. Genuinely edgy.
Jen and Kaite came to me with the kernel of something brilliant but no clear way to express it. Their concept was sweet pouches with sarcastic messages, perfect for gifting, but the visual direction wasn't landing. They needed a brand that held both sides of the personality at once: genuinely sweet, genuinely edgy.
We spent time in the planning phase getting the creative direction right before anything was designed. The result was a brand built around contrast: a bold black base with vibrant pops of pink, purple, neon green, teal, and orange. The logo balances rounded approachability with a sharper, more irreverent edge. Custom emoji-style illustrations bring the packaging to life and carry across into social content, giving the brand a visual language that's entirely its own.
From there we built out the full identity — logo suite, colour palette, typography system, brand guidelines, pouch packaging design, custom illustrations, and a fully responsive e-commerce website. I've continued working alongside them since launch, providing monthly social media content assets and strategic input on trends, influencer outreach, and next steps as the brand grows.
- Logo Suite
- Colour palette
- Typography
- Brand Guidelines
- Custom Illustrations
- Pouch Packaging
- E-commerce website
- Social media strategy
- Monthly Content Assets
"She took a garbled mess of ideas and created a complete rebrand for us. It was better than anything we could have imagined. She is so thorough, so personable, and has so much knowledge."