The Colloquial Love Story of a Brand
Creating a successful love story entails a pivotal moment that drives the protagonist towards character development and a happy ending. The audience should be on the edge of their seats, experiencing the emotional journey that leads to a satisfying conclusion. It takes a skilled director to create this connection between the story and its viewers. Similarly, building a brand requires a similar approach. Sweety & Co. understands the importance of this process, conducting extensive research and narrative-building to create a captivating story that effectively communicates with a brand's target audience. They have experience working with a diverse range of brand concepts, delivering design maturity and efficient KPIs such as visual consistency and social listening.
One of the most fundamental drills from the Brand bible is naming your brand. The origin of SWEETY was part of a tagline generated in reference to the founder, “Isabela Rodrigues - Sweety Branding Studio”. A thoughtful rebranding session led to Sweety & Co. as the official name, representing the playfulness of the world of sweets and reflecting the brand’s primary focus on consumer products.
Winner of DIELINE AWARDS three times in a row, this agency has a self-assorted blueprint of getting down to business act - MADDE, an acronym for Meet, Assignment, Debriefing, Discovery, Define, Development and Expedition. Along with this, Sweety & Co. relies heavily on emotional narratives in communicating with its customers.
Walking through their experimentative portfolio, product designs for MADY, MUDE, DRAFT and CONTA FUTURA justifies the domination of Typography and Phonetic Branding in the contemporary design world. Illuminating Sweety’s inventive design process, Rodrigues shares, ”When developing a wordmark, we place great emphasis on choosing typography and style that reflects the character of the brand.
The goal is to create a unique visual representation that is simple, memorable and conveys the brand’s core values. However, we recognise that a wordmark alone may not be enough. That’s why we invest in developing additional visual assets such as colour palettes, icons and patterns that expand and amplify the brand identity”.
In the same course of action, Sweety & Co. emphasises the cultural importance of storytelling in the branding world by reminiscing on their work with BOOMA, a natural baby care product brand. “When developing the visual identity and branding, we delved into the real stories behind the brand, incorporating elements that reflected their passion for natural care and child health.”, shared Isabela Rodrigues. It is a testament to their dedication as they won the Dieline Awards in 2023 for BOOMA.
But there can be no successful agency without a great team and with a great design team comes even greater constructive indifferences. Sweety & Co. commemorates a good brainstorming session full of individual perceptions displayed on the mind mapping shelf. This agency identifies it as a culture of collaboration to face disagreements but working towards a common goal of creating a unique design experience directs them to find synergistic resolutions.
