![SAS Hero B 1](https://capsule-us.imgix.net/general/SAS.Hero.B.1.png?fit=clip&q=80&w=1800)
![SAS Mark E 1](https://capsule-us.imgix.net/general/SAS.Mark.E.1.png?fit=clip&q=80&w=1600)
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.
![SAS ART Window](https://capsule-us.imgix.net/general/SAS.ART.Window.png?fit=clip&q=80&w=1600)
![SAS Mark B 1](https://capsule-us.imgix.net/general/SAS.Mark.B.1.png?fit=clip&q=80&w=1600)
![SAS Mark C 1](https://capsule-us.imgix.net/general/SAS.Mark.C.1.png?fit=clip&q=80&w=1600)
![SAS Mark D 2](https://capsule-us.imgix.net/general/SAS.Mark.D.2.png?fit=clip&q=80&w=1600)
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.
![SAS Ice Cream A 1](https://capsule-us.imgix.net/general/SAS.IceCream.A.1.png?fit=clip&q=80&w=1600)
![SAS Ice Cream B 2](https://capsule-us.imgix.net/general/SAS.IceCream.B.2.png?fit=clip&q=80&w=1600)
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.
![SAS Paper Pattern A 3](https://capsule-us.imgix.net/general/SAS.PaperPattern.A.3.png?fit=clip&q=80&w=1600)
![SAS Collateral C 4](https://capsule-us.imgix.net/general/SAS.Collateral.C.4.png?fit=clip&q=80&w=1600)
![SAS Collateral A 4](https://capsule-us.imgix.net/general/SAS.Collateral.A.4.png?fit=clip&q=80&w=1600)
![SAS Menu Apron A 2](https://capsule-us.imgix.net/general/SAS.MenuApron.A.2.png?fit=clip&q=80&w=1600)
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.
![SAS ART Signage](https://capsule-us.imgix.net/general/SAS.ART.Signage.png?fit=clip&q=80&w=1600)