Sweet Chef became a staple in Washington Heights when they opened their tiny storefront in 1994. They are best known for their flaky-crusted, cream-filled pies and other all-American favorites like buttery cookies and crumbly cobblers. Their message: “Baking from the heart”.
They recognized the need for a cohesive visual identity for their brand - from logo to web design - so that they could bring it online and better utilize new media, to further promote and expand their business.
We had to create a visual narrative for a brand with such a rich background and history and at the same time bring it to the here & now. And that was exactly what I strived to convey through our work. It was fascinating to design for a business that has been around for 26 years, and has been loved by so many.