scope
Brand Development & Identity
WHAT WE DID
Brand Identity, Digital, Art Direction, Packaging
TEAM
Lynette Cortez, Renée Cerro, Kristen Male, Tonya Clinton
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.
Dessert du Jour
A Gen Z lifestyle brand and retail concept scientifically designed for a sweet life.
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.
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.
Dessert du Jour
A Gen Z lifestyle brand and retail concept scientifically designed for a sweet life.
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.
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.
Dessert du Jour
A Gen Z lifestyle brand and retail concept scientifically designed for a sweet life.
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.
The Brief
↳ BRAND AESTHETIC MOODBOARD
↳ ddj flavor inspiration
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.
What We Needed to Know
↳ packaging and bottle DESIGNS
↳ inspired by the brand's flavor profiles
Brand Colors
↳ packaging tape getting ready to leave the warehouse
↳ a mash-up of fun, youthful fonts geared towards gen z
Brand Fonts
Attainable Fantasy
Finding the right balance
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.
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.
Attainable Fantasy
Finding the right balance
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.
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.
↳ photo direction moodboard