SWEET TOMI

The goal of this project was to create a brand that goes beyond a typical sweets stand — something that feels modern, high-quality, and instantly recognizable, while still being approachable and full of personality. The process started with a structured questionnaire, helping to define the core of the brand: target audience, positioning, values, and desired perception. Based on these insights, several moodboards were developed to explore different visual directions — from minimal and lifestyle-driven to more character-based and expressive approaches. Through feedback and iteration, a clear direction emerged: a brand that combines strong typography with a playful, human touch. In the design phase, multiple logo concepts were created and refined across several iterations. The final identity balances a bold, confident wordmark with a distinctive illustrative style. A recurring cat character acts as a subtle mascot, adding humor and emotional connection without overpowering the brand. The visual system is built around a carefully selected color palette, designed to feel warm, appetizing, and premium . Typography combines expressive headline fonts with clean, functional typefaces, ensuring both personality and usability across applications. The result is a cohesive brand identity that works across signage, packaging, merchandise, and digital touchpoints. Sweet TOMI is positioned not just as a kiosk, but as a small lifestyle brand — one that people recognize, remember, and want to engage with. Created in close collaboration with Nadja Kletzl