Sweet Nothings is a dessert boutique paying tribute to the delicate French confectionery macarons. Available in a vast array of colors and flavors, and appealing to discerning, diet-conscious females ages 22-37, this dainty pastry satisfies the need to indulge without guilt. Serving uncommon flavors like green tea, passion fruit, black currant, and key lime coconut, this brand truly differentiates itself with low-calorie, high-quality delectable treats. To lure consumers to sample these sweets, a new identity was needed that put a fresh spin on French patisserie traditions, as well as a witty ad campaign for both print and online.
The vast majority of macaron companies fall on the extremes of the spectrum: either delicate and high-end or overtly casual. The brand language for Sweet Nothings is trendy yet feminine, mixing soothing, subtle pastel hues with classic, minimal patterns in white and gray. The logo crest calls to the dessert's French roots, with the curved portions on the form resembling the shape of a macaron. The typefaces used are casual and inviting, yet crisp and professional. An inventive ad campaign uses verbs that tease the epicurean emotions of savoring such delights. Clean, minimal packaging in gray hues was developed to contrast and highlight the captivating hues of the macarons.
