Sweets and Treats

2025 • Confectionery Retail • Rebrand & Level Up

Brews. Bakes. Bonbons.

The Brief

Sweets and Treats is a family-run confectionery shop that opened in Folkestone for the 2025 summer season. The owners came to me with a vision but no visual identity at all, just a name and a strong instinct that pink should be at the heart of it.

The real challenge was location. The shop sits down a side road off the main square, which means the brand needed to work hard to draw people in rather than relying on passing foot traffic. On top of that, the owners are busy running the business and had little design experience, so whatever I built needed to be straightforward enough for them to use confidently across every touchpoint without second-guessing themselves.

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Sweets and Treats project showcase
What the studio did

The brief called for something that felt nostalgic without looking dated, the kind of place that reminds you of seaside sweet shops from your childhood but still feels fresh enough to photograph and share.

I built the identity around a soft pink and cream palette with a custom script logo that nods to retro confectionery signage, paired with a detailed illustration system of sweets, drinks and treats that runs across the packaging, paper bags, menus and shopfront. A friendly mascot character ties the whole system together and gives the brand instant personality, even from the end of the street where it matters most.

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From the Founder

"Working with Emma was an absolute dream from start to finish. She instantly understood the nostalgic, playful feel we wanted and turned it into a brand identity that feels fun, unique and totally us. We are beyond happy with the final result and cannot wait to roll it out across everything."

Jacqui Geen

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