Description:

Zi Sweet is a traditional style bakery & pâtisserie situated in a contemporary world. Their passion for baking is rooted in the emphasis for craft & purism. Reinterpreting flavours & combinations, Zi then presents them in a modern context. Creating sweets for any occasion that look phenomenal & taste even better.

The task was to create an engaging brand system that cuts through the noise of industry competitors whilst maintaining a traditional atmosphere. Stemming from the simple idea of creating harmony amongst traditional & contemporary design forms, the design system is built to resonate within the current climate & those to come.

Balancing a modern design lens of experimentation alongside the conventional guise of structure & rigidity, the system explored houses freeform thinking within dynamic boundaries that give experiential direction to type-setting, lay-outs and grids without intrusion to structure.

The system was required to enable communication of the vast possibilities of flavours, ingredients, styles, hours & logistics that make the hospitality industry. This meant maintaining fluidity across all communication assets & defining design rules for each use-case.

The resulting system has allowed Zi Sweet to express itself to an ever-growing audience with alignment as the pâtissier who holds, with no compromise, their traditional & contemporary practices on the same pedestal.