Tuesday February 2nd, 2010

Sweeterie brand developed by Graphica takes the cake with VMSD magazine cover

International design magazine Visual Merchandising and Store Design (VMSD) recently featured the brand Graphica developed for Sweeterie, a chic new Cincinnati-based cupcake bakery, on its cover.

Graphica designed the logomark and color palette for the retail space as well as the bakery’s marketing materials.

When Sweeterie owner Susan Knabb took her made-to-order baked goods business out of her home kitchen and into a commercial one, she decided to add a retail component for selling her gourmet custom-baked cupcakes and decorated cutout cookies. She turned to Graphica to create a brand that captured the essence of her new business. Graphica worked with Knabb to mix the right design elements that were rich and vibrant – just like her treats – but still approachable.

“We designed Sweeterie’s identity with a soft, yet playful hand-lettered style to complement the bakery’s distinct environment and convey an inviting and comforting atmosphere. The vibrant and fresh color palette is visually impactful with its citron green and candy pink, reminiscent of childhood, yet decidedly adult,” said Graphica Vice President Cindy Schnell.

“Graphica did an amazing job of capturing the brand character of Sweeterie. We are thrilled with the results – from our retail space to the logo on all of our marketing materials,” said Susan Knabb, Sweeterie owner.

Sweeterie’s unique retail space also reflects the fun and playful bakery brand with bright walls featuring pink “candy dot” buttons, vinyl flooring in a neapolitan-striped pattern and handmade ceramic earthenware. The interior design of the Sweeterie, located in the Villages of Mariemont, was developed in conjunction with Fredrick Woods Design in Cincinnati.