_ ABOUT DESSERT DU JOUR

A Gen Z lifestyle brand and retail concept scientifically designed for a sweet life.

_ SCOPE

Brand Development & Identity

_ WHAT WE DID

Brand Identity, Digital, Art Direction, Packaging

_ TEAM

Lynette Cortez, Kristen Male, Renée Cerro, Tonya Clinton

_ THE BRIEF

Create a brand identity and projection that meets the Gen Z woman where her life, loves and values are now. Develop an authentic story and voice that promotes not only fashion but self-acceptance, empowerment and mental well-being.

_ THE MISSION

Provide a joyful, unique, and fashion-forward lifestyle inspired by our universal love for dessert in highly experiential environments.

_ BACKED BY SCIENCE

The products and retail experience work together to stimulate the release of the “feel good” chemical dopamine, triggering feelings of joy, bliss, and euphoria.

_ PACKAGING

_ WHAT'S UP WITH GEN Z?

Gen Z shops primarily on mobile and loves social shopping, utilizing Instagram catalogs with numerous tags and TikTok lives by favorite influencers. 

They crave authenticity and Y2K visuals, preferring to be part of the brand story rather than being sold to. 

Engage them through immersive, customizable experiences and build a community they care about. 

They are not brand loyal, so keep them interested with new offers, products, and excellent customer service. 

Ethics and transparency are crucial; start with sustainable packaging and set public goals to show your commitment to a better world. Create a brand that supports their emotional health.

_ COLOR PALETTE

_ VISUAL DIRECTION

We aimed for typographic diversity to match Gen Z's desire for unique experiences, using varied fonts to convey the emotional range we sought. The DDJ girl is sweet yet edgy, balancing femininity with a touch of youthful innocence while aspiring to express her inner cool. Although we initially considered a fantasy aesthetic, we chose an aspirational feel to uplift her, allowing her to see herself in the fantasy. Graphic elements like emojis - sexy lips to sweet hearts - add playful interest.

_ THE VOICE

We created meaningful taglines to express the brand, gain recognition, and promote positivity:

SMELL SWEET. BE HAPPY
IT’S A VIBE
THE SWEET LIFE
LOVE NOTES
THE SWEET SCENT

_ THE COLOR PALETTE

Expresses the full range of the brand and all its parts.

_ BRAND FONTS