PERSONAL PROJECT
Champ Desserts
Concept brand · Low-calorie bakery · Brand design, packaging & web
What is Champ?
Champ is a fictional low-calorie dessert brand set in LA; moody, 50s-inspired, and built around the idea that indulgence and nutrition don't have to be at odds. I created it as a personal project to go deeper on brand design: fuller guidelines, more considered decisions, and a proper end-to-end brand world rather than just a logo and a colour palette.
What I made
A complete brand identity; primary and secondary logo suite, illustrated brand elements, colour palette (Charcoal, Cream, Forest Green, Black Cherry), and a full typography system pairing Ephesis, Playfair Display, and Poppins. The editorial direction leans into 1950s Hollywood glamour: products named after icons, the kind of brand world where Hepburn Brownies and Monroe Blondies feel entirely at home.
From there I extended the brand into product packaging, social content, an Instagram profile mockup, and a full website design, giving every touchpoint the same considered treatment.
This was the project where brand guidelines stopped being a checklist and started being a creative tool.
