Sweet Lane is a real fun project we’ve been working on. It’s a store that specializes in made to order cupcakes. We wanted the identity to look as yummy and unprocessed as possible. The end result is a charming throwback to less cynical times. The logo deliciously evokes the guilt-free pleasure of messily devouring a cupcake in childhood. We’re also designing the entire store concept and the visiting cards are going to be made of flavoured, edible paper. More soon.