Sweetwater
Branding and Package Design
Design Challenge
The challenge was to rebrand a local restaurant to enhance its brand identity and create a cohesive narrative and visual presence. The deliverables included a trueline, tagline, and core purpose, alongside functional assets such as menu pages, signage, branded cups, and a website. The project aimed to establish a unified identity that reflected the heart of the business and resonated with its audience.
Design Process
The project began with comprehensive research into Sweetwater’s existing branding, local competitors, and community presence in St. Augustine. The existing branding lacked cohesion despite the evident creativity expressed through the shop’s gallery space and decor. Inspiration was drawn from a resin art piece featuring honey bear bottles displayed in the shop. This served as the foundation for a modern yet playful design aesthetic. The logo and visual identity incorporated vibrant colors and the familiar warmth of the honey bear, aligning with the shop’s creative values. Verbal branding elements were crafted to emphasize Sweetwater’s commitment to creativity and connection.
Design Result
The rebrand delivered a cohesive identity that highlighted Sweetwater as a hub for creatives. The new logo and assets, such as menus and signage, improved customer interaction and streamlined the guest experience. For example, handheld menus provided easier navigation, while the redesigned website offered a seamless digital experience. The rebranding positioned Sweetwater as more than a coffee shop—a destination for creative individuals and communities.
