Sweet Carolines
Kansas Cty Staple Sweets Shop
Kansas Cty Staple Sweets Shop
Background
Sweet Caroline’s is a family-owned sweets shop that has been a staple in the Overland Park and Kansas City area for nearly two decades. Known for its ice cream, confectionary, homemade fudge, and a full candy wall, it has long been a go-to spot for families, students, and anyone looking for an after-dinner or after-school treat. The goal for the rebrand was to refresh the visual identity and create a cohesive system that could be applied across the entire shop, from the ice cream booth to packaging, menus, and the fudge case.
Background
Sweet Caroline’s is a family-owned sweets shop that has been a staple in the Overland Park and Kansas City area for nearly two decades. Known for its ice cream, confectionary, homemade fudge, and a full candy wall, it has long been a go-to spot for families, students, and anyone looking for an after-dinner or after-school treat. The goal for the rebrand was to refresh the visual identity and create a cohesive system that could be applied across the entire shop, from the ice cream booth to packaging, menus, and the fudge case.
My Role
I took on the entire rebrand from start to finish. I began by developing the core foundation of the identity, including the logo and color system, and then extended that into labels, signage, and other physical materials throughout the store. Unlike many branding projects that focus heavily on broad content or multi-channel strategy, this one was rooted in creating a cohesive in-store experience that felt true to Sweet Caroline’s longstanding place in the community.
My Role
I took on the entire rebrand from start to finish. I began by developing the core foundation of the identity, including the logo and color system, and then extended that into labels, signage, and other physical materials throughout the store. Unlike many branding projects that focus heavily on broad content or multi-channel strategy, this one was rooted in creating a cohesive in-store experience that felt true to Sweet Caroline’s longstanding place in the community.
Before
Before
Approach
Understand the shop's history, customer base, and emotional role in the community.
Identify the core brand traits: nostalgic, family-friendly, warm, and handmade.
Explore logo directions, color palettes, and typography that honor the original branding while capturing a classic small-town sweet shop feel.
Prioritize a cohesive in-store experience across signage, labels, menus, and displays.
Approach
Understand the shop's history, customer base, and emotional role in the community.
Identify the core brand traits: nostalgic, family-friendly, warm, and handmade.
Explore logo directions, color palettes, and typography that honor the original branding while capturing a classic small-town sweet shop feel.
Prioritize a cohesive in-store experience across signage, labels, menus, and displays.
Crafting the Logo
Crafting the Logo
Logo Explorations
Logo Explorations
Process
Designed a full set of ice cream labels with consistent typography, color, and illustration accents.
Created branded signage systems for the candy wall, fudge case, caramel apples, and seasonal offerings.
Standardized sizing, spacing, and placement so the store felt visually unified and not pieced together over time.
Updated menu boards and point-of-sale displays to reflect the refreshed identity.
Worked directly in-store during installation to ensure every piece aligned with the intended look and feel.
Process
Designed a full set of ice cream labels with consistent typography, color, and illustration accents.
Created branded signage systems for the candy wall, fudge case, caramel apples, and seasonal offerings.
Standardized sizing, spacing, and placement so the store felt visually unified and not pieced together over time.
Updated menu boards and point-of-sale displays to reflect the refreshed identity.
Worked directly in-store during installation to ensure every piece aligned with the intended look and feel.
In-Store Material
In-Store Material
Result
Customers immediately responded positively to the new signage and labels, noting that the clear layout and added allergy information made choices easier for both kids and parents.
The refreshed visuals created a cohesive atmosphere throughout the store, replacing the previously mismatched look with a consistent identity across all displays.
The updated color palette and brand style resonated across age groups, maintaining the nostalgic charm long-time customers loved while feeling fresh and inviting to new visitors.
The overall experience of the shop became more welcoming, organized, and memorable, strengthening Sweet Caroline’s place as a local community staple.
Result
Customers immediately responded positively to the new signage and labels, noting that the clear layout and added allergy information made choices easier for both kids and parents.
The refreshed visuals created a cohesive atmosphere throughout the store, replacing the previously mismatched look with a consistent identity across all displays.
The updated color palette and brand style resonated across age groups, maintaining the nostalgic charm long-time customers loved while feeling fresh and inviting to new visitors.
The overall experience of the shop became more welcoming, organized, and memorable, strengthening Sweet Caroline’s place as a local community staple.
