Sweet Generation

The future is sweet.

Founder Amy Chasan started Sweet Generation as a passion project in 2009, baking from her tiny home kitchen while she worked full-time for a local non-profit. Over time, she whisked both passions into what the mission-driven bakery eventually came to be: an outpost for nostalgic sweets that creates meaningful opportunities for the youth.

To poise the bakery for its anticipated expansion into Brooklyn, we revived the branding to feel just as sweet and hopeful as its mission. We first designed a humble logo to pair with colorful, delectable illustrations of a wide variety of pastry and café offerings–from bright tarts and cupcakes to croissants and café au lait. Our pastel palette further distinguishes the kind, gentle personality of the brand and its fearless leader.

The result is a sweet, uplifting visual identity that mirrors the bakery’s commitment to spreading joy and opportunity in every bite.