Complete Creation of SWEET

From conception to fruition, a brand is born.

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Logo Creation - Stage I

Moodboard - What does SWEET feel like?

SWEET_Moodboard_Dark_EDIT
SWEET_Moodboard_Light_EDIT
DARK, ELEGANT, EDGY?

This moodboard focuses on darker colour palettes with high contrast and smooth textures.

LIGHT, WHIMSICAL, COOL?

This moodboard focuses on lighter and more fun colour palettes with lots of textures.



Logo Creation - Stage II

Preliminary Sketches

SWEETpreliminaries

HAND-DRAWN SKETCHES

The initial ideation process started with the exploration of two main visual directions:

  1. Sweetheart Neckline Shape
  2. Incorporating a female figure
DIGITAL ILLUSTRATIONS

These hand-drawn sketches were recreated in Adobe Illustrator and further built upon. Different fonts were also explored.


Logo Creation - Stage III & IV

Refinement and Finalization


REFINEMENT

Normally this is where colour palettes would be explored, but for this one it was decided to stay as simple black and white because the rest of the branding materials would be using fun and vibrant colour schemes.


FINALIZATION

This final design was pulled straight from the digital illustrations and no refinements were needed. NOTE: This is an extremely rare occasion!



A customized web experience was also created for SWEET!

View Case Study ⮞
SWEET_Logo_Final


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