THE solution
Both contemporary and vintage aesthetics were sprinkled into a concept with a classic style and a minimalist edge. Simplified and abstracted interpretations of sugar and salt molecules serve as containers for the word mark and offer a contrasting, yet balanced feel. The distinct ampersand within the mark winks at the idea of the “cherry on top” of a delicious frozen treat.
An elegant, yet unpretentious custom typestyle gives nod to both the classic French corner cafe and American soda shops of old. Letter ends were smoothed and curved for a more sophisticated and ownable feel.
A horizontal variation of the mark was also completed to provide a greater range of application use. The horizontal mark leverages a street sign shaped container, providing a distinctive billboard moment and giving reference to the idea of a favorite neighborhood spot.
Designed patterns were crafted to incorporate the new Sugar & Salt mark along with the original La La logo and nods to their various offerings, displaying a cohesive and creative relationship between the two brands.
THE impact
The new mark system brings a fresh scoop of style to Sugar & Salt's key brand touch-points, like web, signage, shop interior, and physical menus, and pairs perfectly with La La Ice Cream’s branding to add more than a sprinkle of refreshed personality to this well-establish Uptown spot.
