client
Sweet Unlce
industry
Patisserie
year
2025
services
Branding & identity design
Packaging Design
Illustration
Sweet Uncle is a cheesecake brand with a loyal following and a handcrafted soul. The goal was to refresh the visual identity while keeping the heart of the brand intact. It needed to feel premium yet personal, with packaging and visuals that invite joy, trust, and a bit of mischief.
The existing identity lacked consistency and emotional pull. Key challenges included modernizing the outdated mascot, unifying visual elements, and finding the right tone that feels confident, cozy, and never too sweet.
The rebrand began with a deep dive into Sweet Uncle’s emotional core. I redrew the mascot with more character, introduced a flavorful color palette, and built a flexible identity system. Every detail, from box patterns to serif curves, was designed to feel handcrafted and timeless.
I reimagined the original sketch into a friendly, food-loving character. With vintage lines and a knowing smile, the new Uncle became the face of the brand. Familiar, playful, and unmistakably proud of his cheesecake.
The visual system took cues from the ingredients. Creamy pastels, toasty crust tones, and earthy greens. Paired with a custom serif logotype and elegant layouts, the identity feels rich without being heavy.
Each box is striped, structured, and color-coded by flavor. The SU monogram and embossed tagline wrap it all together. Whether you’re gifting or indulging, the experience starts before the first bite.
