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Bēhance

Sweet Joy Project

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  • Sweet Joy Project
    Visual Identity for a candy store.
  • Joicy Alves decided to open the first gourmet “brigaderia” (a traditional candy from Brazil) in Curitiba. Inicially she wanted just the logo for the store. In a second moment she decided to develop the whole print and online materials as well, and I had a blast creating it. The logo plays with the duality between something fun and traditional, using a crest but with little ants with the candy instead of leaves.
  • The store concept were something new in the city, so she wanted to make a project innovative as well. Along with this idea, she wanted to explore the concept “comfort food” something like “gramma’s house”. The visual identity had to be elegant but also colorful, full of patterns: a patchwork of textures. It had to be something playful, but not childish, more feminine than masculine, exciting and captivating. Above one of the illustrations created for the project.
  • The candy store will also serve Cappuccinos and Espressos, so coffee beans, steam, cups should appear in the illustrations as well. The first store will be located in one of the main shopping centers of the capital, in a prime neighborhood. The taglines for the brand are “Taste the happiness” “Your moment of joy”and “Have you ever imagined how happiness taste like?” so I decided to createThe candy store will also serve Cappuccinos and Espressos, so coffee beans, steam, cups should appear in the illustrations as well. The first store will be located in one of the main shopping centers of the capital, in a prime neighborhood. 
  • Making of