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In efforts to rally together her fellow Seattle dessert shop owners and promote local small business, Hot Cakes founder Autumn Martin launched the first annual Sweet Week in 2014. The event features specialty, one-of-a-kind culinary experiences at Seattle’s locally and nationally renowned sweet shops, allowing new and established brands alike to gain increased marketing exposure. Martin reached out to CRP to help develop the essence of Sweet Week into a visual identity system that speaks to the various artisanal, local sweet shops of Seattle.
CRP explored several icons and wordmark combinations in efforts to find a timeless yet modern identity for Sweet Week. We wanted to make sure that the logo was both powerful on its own, yet subtle enough for participatory brands to shine in conjunction. The bold, sans-serif typeface was specifically selected to evoke a sense of indulgence and modernity. This, paired with the delicate waffle cone-inspired heart icon emits a nostalgic approachability, adding to the timelessness of the concept.
The resulting Sweet Week icon + wordmark lend themselves smartly to a timeless, flexible system with the ability to evolve over time. The variety of off-shoot iconography represents the various sweet shops participating in the event, allowing for multiple categories of participation. All of this is tied together by an optimistic, yet subtle pastel color scheme that provides the perfect platform for Seattle dessert shops to leverage their brands.