Chase Design Group Branding Emphasizes Family Values
Sweety Ice Cream, a mochi ice cream brand, has unveiled its new visual identity. Stacey and Sean Lee and Tiffany Yang were children in 1978 when their parents opened their first ice cream shop, serving authentic Asian-flavored mochi ice creams. As the treats grew in popularity, the entire family became involved which ultimately led them to take over Sweety after their parents retirement. With increased competition, Sweety’s minimal design and colorful packaging needed to work harder to tell its story and the company came to Chase Design Group to redesign and bring to life a brand with modern Asian positioning and a visual identity reflecting its story and heritage.
“The Sweety story is what sets them apart from all the other brands and was one of our top priorities from the start, to make sure that everything felt tied to their family in an authentic but fresh way that would connect with consumers,” says Narae Park, Director of Accounts, Chase Design Group. A refreshed logo uses soft rounded letter forms capture the bounciness of the mochi ice cream. Comments Ryan Doro, Senior Designer on the project: “Our team spent a lot of time and care crafting each letter based on photographs of the original logo mounted on the family’s first brick-and-mortar ice cream shop.” A new tagline – “Asian Treats Family Made Since 1978” – creates a direct link to the brand’s heritage and family values.
The packaging features family photographs, handwritten signatures, and a narrative that seeks to forge a personal connection with consumers, The design elements, from the bright flavor colors, large logo, and ingredient photography, help the products stand out in the crowded ice cream aisle. Each element, including the cloudscape background and gold linework, is a nod to the brand’s heritage. A new mochi mascot, ‘Mo,” adds whimsy to the brand and is featured on the back of the packaging as well as off pack.
The brand architecture is designed for versatility, supporting flavor extensions and new combinations with ease.
