Sweet Jesus
Challenge: "Sweet Jesus" is a dessert shop chain. The store has a bold and trendy interior design, featuring a street-comic style. It primarily targets the Gen-Z customer base who love sweets and have passion for the street comic culture. As a designer, my mission is to blend the brand's distinct identity with an intensified youthful and hip-hop vibe. I want to not only follow the brand guideline, but elevate it and create more vivid graphics for the products and social media platform, providing customers better experience.
Solution: Based on the brand's fonts and colour scheme, I independently designed multiple product posters, menus, stand-up displays, emails, social media posts, and more. I collaborated with the Canadian bar chain St. Louis to design posters, menus, social media posts, and retouched images, successfully expanding Sweet Jesus desserts to the menus of all 78 St.louis locations.
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In the summer of 2024, we launched a limited-edition product: Matcha Pistachio Ice Cream. This was also my first time being responsible for the poster design for Sweet Jesus.
The fresh design made the product extremely popular, becoming Sweet Jesus’s best-seller of the year, with sales exceeding 3,000+ across four stores within three months.
Breaking away from the previous simple and direct designs, I carefully conceptualized and gathered a lot of inspiration to create a Japan-themed design, the birthplace of matcha. I designed frog ninjas, who are energetically using matcha-making tools amidst flying pistachios, bringing the poster to life. This design also echoes the product name "Matcha Ninja," adding a touch of Asian flair. Additionally, I designed stand-up displays, banners, emails, and more to enrich the product launch.
Ruby chocolate is another summer flavour that I was responsible for. I came up with the interesting idea of "ruby heist" from the concept of ruby.
In combination with the branding of sweet jesus, I used Toronto's iconic animal raccoons, and designed cute and playful raccoon thieves who are eager to steal the delicious ruby ice cream.
Collaborated with the cannabis brand Ambr to launch a birthday cake-flavored pre-roll. I personally designed the freezer used in the event, and this was my first time creating a large-scale irregular die-line. The final product was very successful. The design incorporated Sweet Jesus' characters, and the vibrant colours were very eye-catching.
For the new Sweet Jesus store partnered with St.Louis, I designed this A Frame poster to put on the street for attracting customers. I combined the bold typeface from st.louis with Sweet Jesus graphic elements, and the final design is fresh and outstanding, attracting many customers throughout the day.
I also designed several promotional billboards, banners, coupons etc. for the brand, all of which showcased the brand's flamboyant street style and were loved by customers. I also got pretty familiar with printing on different scales and materials.
I also created multiple social media posts that were fun and creative and received over 1000+ likes and 10000+ views.
Re-strengthening and renewing the brand's image was the hardest part of my role at Sweet Jesus, but I can proudly say that I was successful.
