—V'S SWEET TREATS
From Secret Baker to Sweet Side Hustle
My dear friend Veronica had been a passionate baker always sharing her delicious sweet treats and signature cheesecake with friends and family. She was curious about sharing more of her passion project on instagram and one day at local farmer’s markets and I couldn’t help but create a brand to kickstart her sweet side hustle.
01
BRAND STORY
The V’s Sweet Treats brand mixes modern and retro to capture all the sweetness of Veronica’s personality and made-from-scratch goodies.
02
THE LOGO
To give the brand a nostalgic feel, the logo is a modern take on a retro logo badge. The V is the centerpiece of the mark for name recognition. The custom letterform transitions from classic serif to a charming script—capturing Veronica’s sweet, yet sophisticated style. Framed by a unique, geometric stamp, the mark feels both modern and retro.
03
DESIGN ELEMENTS
The vintage-inspired color palette is bright, colorful and fun.
Using the logos geometric frame, we created a unique pattern for use as a background or kitchen tile.
A mix of vintage hand-lettered typefaces and classic slab serifs give our brand personality and flexibility to typeset menus, recipes and more.
Imagery is a critical element in any food brand. Knowing Veronica would need to be able to photograph her own sweet treats, we got her set up with a DSLR camera and DIY backdrops and props. We did two training sessions so that she could learn the basics of shooting in manual and other helpful food photography techniques.
We made sure to capture b-roll in her initial photoshoot in order to create a short teaser video for her instagram launch and the holidays.
04
BRAND VOICE
We curated playful phrases inspired by Veronica’s fun, indulgent take on baking and created custom instagram templates so that Veronica could maintain all the energy and color of the brand in her graphic posts.
05
BRAND ACTIVATION
To create engagement around the young brand, we played on the 12 days of Christmas to create V’s 12 Days of Cookies. Veronica shared simple, easy recipes that her followers could look forward to during her launch around the holidays.
To continue the branded experience into her baked goods, we looked for budget-friendly ways for Veronica to package her sweet treats using embossers and stamps.
“Ashley really believed in me and gave me the confidence and creativity to put myself out there with a brand I was proud of.”
—VERONICA CRUZ