bravo’s new identity for gelato brand crafts surreal AI-generated imagery

sweet cheeks’ new visual identity captures the joy of gelato

Singaporean gelato brand taps brand designers Bravo to craft its new identity to reposition itself amid the local burgeoning ice cream scene. From quirky menus and uniforms to bold to collateral featuring surreal landscapes and a refreshed website, the rebrand seeks to weave a new narrative that invites customers to embark on a journey where every scoop sparks conversation, leaving them with a sense of joy that lingers after their Sweet Cheeks experience.

Sweet Cheeks’ gelato flavors are born from a wicked imagination, crafted to tempt taste buds and ignite a sense of adventure. This became a running theme throughout the creative process, starting with the playfully gooey new logo and seen in the AI-crafted landscapes that spark daydreams and conversations over the joyful dessert.

bravo’s rebrand extends from packaging to website design

As the city-state has recently seen an influx of players, the homegrown gelato brand founded in 2019 approached Bravo to help break free from the ordinary and inject a fresh wave of excitement into the local dessert scene. Bravo’s strategy centred around crafting a brand narrative that places gelato at the heart of conversations —‘We wanted the brand to celebrate the joy and simple pleasures that gelato brings to people’s lives,’ says Creative Director, Edwin Tan.

Leveraging AI technology, Bravo transformed daydreams about dessert into surreal imagery, inviting patrons to explore the infinite possibilities of gelato fantasies. Each image encapsulates the brand’s ethos of boundless imagination, from evocative scenes reminiscent of Renaissance paintings to surreal landscapes. The vision for the new website was to create a portal to a world where gelato transcends mere dessert, becoming a gateway to unlimited delight. Studio-shot pictures of the delectable gelato scoops were paired with AI-generated landscapes, showcasing each flavour as a planet in its own universe. The landscapes, matched to the colour and name of the flavor, elevate the products into dream-like realms. The result is a website that beckons visitors to explore the depths of their daydreams and initiate conversations over gelato.

Sweet Cheeks’ new logo was imagined with custom organic shapes to symbolise the gooey quality of gelato while exuding a sense of fun and friendliness. Bravo’s dynamic design approach extended to the packaging of Sweet Cheeks’ gelato pints, each reflecting the diverse universes awaiting exploration of the different flavours. The goal was to make every pint a journey of discovery.

project info:

name: Sweet Cheeks rebrand
designer: Bravo

designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.