Brand Identity Food Service Packaging
Sugarhill Desserts is a blissful dessert paradise, where you can order varied combos of your favourite sweet treats and also customize them to your liking. Innovators in eggless and gluten-free waffles, Sugarhill also serves crepes, cakes, and sundaes, served with handmade ice cream and premium toppings.
Working with the client’s interior design team, we were tasked with creating a brand identity that was informed by the modern contemporary style of the interiors, as much as it was informed by the positioning.
Taking inspiration from Memphis Design aesthetic, we developed a fun and highly dynamic pattern filled with geometric shapes and representations of dessert. Different pieces of the pattern could be pulled from in a number of expressive ways to use across applications, like menus, food packaging, gift cards and signage. Though totally with the times, the resulting visual language has just the right amount of retro appeal to be timelessly relevant to Sugarhill’s laidback sophistication and cool interior vibes.
And the fun didn’t end there! Given free reign to name the menu items, we took the menu design to another level by amplifying the brand voice through charming copy and pop culture references.