Sweet Spot by Chef'n

Art Direction / Branding / Logo /Packaging / Photo & Video Direction

Sweet Spot by Chef'n was relaunched in 2020, and with that, new packaging and branding was needed. I wanted the line to have a nostalgic feel, and achieved that using color, typography, and photography. 

Branding

Typography / Iconography / Colors

The branding bridges the gap between nostalgic and modern design. To fit with established Chef'n brand styleguides, I used sans serif fonts and chose one that was felt retro, and one that felt more modern. The colors are a classic tan paired with bright, dusty colors to evoke a feeling of childhood. The iconography is clean, simple, and fun.

Packaging

Art Direction / Dielines / Production

The original packaging for this line was bright, jewel-toned, and incorporated stripes, alluding to the awning of an ice cream shop. I kept the nostalgic feel, but I designed a simplified logo, updated the layout and type, used new colors, and developed new icons. 

Photography & Videography

Conceptualization / Art Direction / Storyboarding

The photography is very bright, clean, and had the feeling of a pool in the summer. The videography is more nostalgic, cozy, and familiar. 

Concepting, Storyboarding, and Directing: Kelty Wallace // Food Styling: Andrea Pons // Videography: Brian Oh