MCAD Alumni Revamp Brand Identity for Uptown Minneapolis Cafe

Brian Adducci ’92, co-founder of Capsule, along with Jennifer Lisburg ’82 of Sugar & Salt, and Meghan Meehan ’21, recently undertook a branding project for La La Ice Cream, an Uptown Minneapolis favorite. As La La Ice Cream expanded its offerings to include savory items like sandwiches, salads, soups, and coffee, the need arose for a new brand identity to reflect this shift.

Capsule and La La Ice Cream collaborated to create a brand identity for the newly introduced Sugar & Salt that complements La La Ice Cream's existing branding while representing the new menu items. The design features a blend of contemporary and vintage styles, incorporating simplified representations of sugar and salt molecules, and an elegant, custom type style that evokes classic French cafes and American soda shops.

The new identity system has been applied across various touchpoints, including web, signage, and shop interiors, enhancing the overall brand presence of Sugar & Salt while maintaining a cohesive link to La La Ice Cream’s original branding.

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• Sugar & Salt
  (capsule.us)