Brand Identity Reveal: Sweetness by Lil

Jan 9

Meet Sweetness by Lil, a cozy pop-up bakery serving up wholesome baked goods made with simple, nourishing ingredients. Behind the scenes is Lily, a woman-owned business owner who bakes while balancing college and popping back home for local events.

For this brand, we leaned into a look that feels handmade, warm, and elevated. I created a feminine logo suite with three variations, playful brand marks, and the sweetest little slogan: “have a sweet day, Lil.” The color palette is airy and modern, paired with soft, friendly fonts that feel welcoming without losing that polished touch.

I also designed a few packaging labels so her protein balls, muffins, and cookies feel just as special on the outside as they are on the inside. The full moodboard pulls everything together, from colors and type to packaging mockups that feel cozy, intentional, and true to the brand.

Woman baking batter with the words "Have a sweet day, Lil" on the mixing bowl

Packaging for baked goods in boxes labeled Sweetness by Lil

Lily is the daughter of Nicole from The Wandering Petal, one of my longtime clients, and it’s clear that entrepreneurship runs in the family. Getting to support the next generation of a creative, small business–loving household feels pretty full circle. These are a few photos from her pop-up at The Wandering Petal this Fall right after her rebrand.