Sweet Sumo is a modern fusion bake house featuring classic bakes with an Asian take. Think of your favorite muffin, sweet loaf, scone, or croissant but with flavors that transport you to a different world: green tea matcha, black sesame, tart yuzu, milk tea, ube, coconut, and more.
Sweet Sumo needed a logo for their brand new baby brand to sell at farmer's markets. And although they may be a small shop for now, they have a dream to expand their bakery into a creamery as well!
Creative Director, Lead Designer
1 month
Sweet Sumo was founded by a second-generation immigrant, her mom born and raised in Vietnam while her dad was born and raised in the US. The result? An upbringing that fused two very different cultures to inspire these bake flavors. In going through the initial logo process, we knew we wanted to bring a funky fresh and trendy feeling to the brand.
I hand-illustrated the logomark before vectorizing in Illustrator to be able to fully play with the idea of the sumo bun, iconic to sumo wrestlers. Originally, instead of sunglasses, we used muffin liners and ice cream cones that sat beneath the bun, to represent the bakery and creamery. Ultimately, we decided that these could be icons for the future sub-brands, and we needed something that was a little more all-encompassing. The sunglasses were the perfect way to fill out the 'face' from the hair bun, while bringing a fun, hip, and cool feel to the logo -- exactly what we were looking for. The customized typeface soon followed, based on the serif styles dominating the current retro trends. And to top it all off? A bright yellow-green brand color to represent the freshness and zing Sweet Sumo is bringing to the bakery world.
