Sweet Claude’s
Brand Redesign Proposal
A Fresh Take on a Local Favorite
Sweet Claude’s is a neighborhood staple, a place where people feel at home. For my Visual Design graduate course, I chose to reimagine this beloved small business with a modern brand identity that preserves its charm while evolving for the future.
The project goal was to develop a comprehensive brand refresh rooted in research, community insight, and emotional storytelling, all while honoring the nostalgic spirit that makes Sweet Claude’s so special.
Building the Brand Story
Inspired by the original story behind the shop’s name (a mystery novel read in college), the new brand narrative balances creativity and comfort. I crafted a verbal identity that includes:
A brand name and slogan
Story-driven messaging
Defined tone of voice and style of language
Brand values centered on community, quality, and connection
This narrative work laid the foundation for a visual system that feels both timeless and inviting.
Designing with Flavor and Feeling
The visual identity draws on rich, earthy colors like dark green and deep red to communicate tradition and reliability, while soft accents of pink, cream, and light green introduce a playful, nostalgic warmth.
Every design decision — from typography to photography — was made with intention, aiming to strike a balance between handcrafted and professional, retro and fresh.
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Let’s Connect
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