Client: School Project
Sweet Tooth Dessert House, a beloved late-night cafe in San Francisco, celebrates 50 years with a brand refresh.
This brand refresh balances nostalgia with modernity, honoring its roots while embracing graphic design principles like scalability and usability. The result is a fresh, revitalized identity that feels both timeless and inviting.
Sweet tooth dessert house is a late-night cafe designed for dessert lovers, hardworking night owls, and anyone seeking a cozy retreat after a long day or an evening out. ST offers a unique combination of high quality desserts, artisinal coffee, and gourmet toast. Open late into the night, ST caters to those looking for a luxurious and relaxing dessert experience.
Young adults aged 18-45 who appreciate a charming yet refined space to unwind. ST is the perfect retreat for those who prefer to put a ribbon on a fun night out rather than continue bar-hopping. ST is for professionals seeking a cozy yet elevated spot to gather after work, for college students/remote workersburning the midnight oil, or for a date-night.
Their cherry mascot, inspired by the owners’ daughter Pennie, honors the desserts that are “the cherry on top” of any day.
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The color palette draws inspiration from the vibrant hues of 1950s and 1960s diners, blending nostalgic charm with a modern, sophisticated twist. The limited color usage for the product packaging reflects the resource constraints of the 1950s. The main two colors were chosen to represent this restraint, while the other colors (like the bright turquoise) are used in the café environment.
Sweet Tooth's brand voice mirrors its founders, Bob and Dorothy—warm, welcoming, and dedicated to quality. It embodies a homey sophistication without feeling pretentious.
The typography strikes a balance between casual and refined, featuring Bookmania for its vintage charm that honors the brand’s nostalgic essence, Paletone for its inviting warmth, and Garage Gothic to add a modern edge. A blend of timeless classics and fresh, playful typefaces keeps the brand both familiar and dynamic.
