brand + web + print design for cottage bakery// Sweet LU’S
Sweet Lu’s is a Rockford, Illinois-based dessert brand created for celebrations that deserve something a little more personal.
This project began as a rebrand. After a year of running her business with a logo she created herself, Allison came to me ready for something more intentional; a brand that felt as thoughtful and special as the desserts she was making, and one that could hold its own both at in-person markets and online.
At the heart of the brand is Lucy, Allison’s dog, and the “Lu” behind the name. Rather than reworking the original photo-based logo, we chose a quieter, more lasting approach. Her presence is carried through a custom cookie icon, created by tracing the shape of her snoot \ a small detail that transforms something deeply personal into a subtle, meaningful brand element.
From there, the identity was built to feel warm, human, and a little playful. The logotype was designed to echo the look of piped frosting: soft, imperfect, and handmade. The color palette draws from the world of baked goods: chocolate browns, peach, coral, and soft neutrals that feel inviting without leaning overly sweet.
Alongside the visual identity, the website was designed to support how the business actually runs; moving away from scattered social media DMs and into a more structured, user-friendly experience.
A detailed custom order form, a clear menu of offerings, and a space for seasonal promotions create a smoother path for both the client and the business behind the scenes.
The result is a cohesive brand system designed to help Sweet Lu’s show up with confidence [whether that’s at a local market, on packaging, or through a growing online presence] while still holding onto the story it was built from.
Brand Strategy + Creative Direction
Logo + Visual Identity Design
Custom Icon Illustration
Color Palette + Typography System
Packaging + Print Design
Squarespace Website Design
UX/UI + Mobile Optimization
Custom Order Inquiry System
Menu + Promotions Page Design
Website Copywriting + SEO
