# Dark Sugar: a bakery with personality - Link: https://buenodesign.studio/en/dark-sugar-rebranding-visual-identity-bakery/ - Published: 2026-10-15T03:33:56-03:00 - Author: Maichel Bueno Rebrand · Visual identity · Mascot · Packaging · Retail **When was the last time you ate something sweet without thinking twice?** That question shaped Dark Sugar’s new chapter. Dark Sugar is an artisan bakery and confectionery in Curitiba, Brazil, with four stores, delivery and an events arm. Everything is made by hand, from scratch, every day. The product was already great. What was missing was communication that matched it, in a market where almost everyone promises the same thing. And the brief had one important detail and a massive challenge: **the logo could not change.** ![Confeitaria com personalidade](https://buenodesign.studio/wp-content/uploads/2026/ 10/Capa-projeto-1024x576.jpg) Positioning ## No guilt, no excuses. Think about how often you have heard, or said, things like “I earned it, I went to the gym”, “just this once” or “I’ll make up for it tomorrow”. At some point, having something sweet turned into a negotiation. Dark Sugar chose to stand on the other side of that deal. A good treat doesn’t need a reason: only care in the making and the desire to enjoy it. > Not every pleasure has to be a reward. That became the backbone of everything. The communication never revolves around the product alone. It lives in the connection between the moment, the feeling and the freedom to enjoy something sweet whenever you feel like it. ### Pause Sweets as a conscious break in the day. ### Presence Being in the moment, free of distraction. ### Desire Wanting as a legitimate reason, not a reward. ![Dark Sugar piece reading não é egoísmo, é vontade (it’s not selfishness, it’s desire) with the Docinho mascot](https://buenodesign.studio/wp-content/uploads/2026/ 10/03-dark-sugar-conceito-sem-culpa-nem-desculpa-1024x576.jpg) “Não é egoísmo, é vontade”: it’s not selfishness, it’s desire. The challenge ## A strong brand without touching the logo. Many people would see that constraint as a problem. I saw it as a chance to build a brand that doesn’t rely on a single element to be recognised. Instead of letting the logo carry everything, I created a visual language that stands on its own. Color, type, illustration, mascot, texture and tone of voice work together so every piece is recognized before anyone looks for the name. ![Dark Sugar composition reading sem culpa nem desculpa with an illustrated coffee pot, cup and cinnamon bun](https://buenodesign.studio/wp-content/uploads/2026/10/ 04-dark-sugar-branding-confeitaria-mascote-ilustracao-1536x864.jpg) “Sem culpa nem desculpa” (no guilt, no excuses): the line that became the brand’s verbal signature. Mascot ## Meet Docinho. I created Docinho (Portuguese for “little sweet”) from the brands symbol, it helps the conversation feel closer, lighter and more spontaneous. It represents the most human side of Dark Sugar and shows up in campaigns, packaging, retail and social media. Sometimes as an observer, sometimes as a participant, sometimes as a provocateur. ![](https://buenodesign.studio/wp-content/uploads/2026/10/GIF_POSES-240x300.gif) Visual language ## Recognisable without a signature. For the brand to work properly, every element needed a personality of its own. The palette pairs Blueberry Blue, Lime Green and Cherry Pink with two neutrals, Flour White and Charcoal. These colours grab attention in the shop window as well as in the in the feed. For type, Zuume and Zuume Cut (a variation with small notches) take over headlines and calls to action. They are condensed typefaces that take up space on purpose. The Light weight was left out because it diluted the energy the brand needed. Blueberry Blue Lime Green Cherry Pink Flour White Charcoal ![Dark Sugar banner reading entre uma coisa e outra with the Docinho mascot](https:// buenodesign.studio/wp-content/uploads/2026/10/05-dark-sugar-identidade-visual-redes- sociais-1024x576.jpg) Between one thing and another, there is this moment. Grain, graphic noise and slightly worn backgrounds complete the system. They create a universe with a hand-printed feel, as if every piece had gone through screen printing or a rubber stamp. ![](https://buenodesign.studio/wp-content/uploads/2026/10/textura-dark-sugar-confeitaria- classica-azul.jpg) ![](https://buenodesign.studio/wp-content/uploads/2026/10/textura-dark-sugar-confeitaria- classica-verde.jpg) ![](https://buenodesign.studio/wp-content/uploads/2026/10/textura-dark-sugar-confeitaria- classica-branco.jpg) ![](https://buenodesign.studio/wp-content/uploads/2026/10/textura-dark-sugar-confeitaria- classica-morango.jpg) Social media ## From feed to campaign. On social media, the idea was to stop thinking in isolated posts and start thinking in conversation. Short lines, a little irony and Docinho in everyday situations. “You don’t need a reason for this.” “A short break already changes the day.” Every piece repeats the same invitation: slow down for a moment and enjoy it, guilt free. ![Dark Sugar Instagram profile with the new visual identity](https://buenodesign. studio/wp-content/uploads/2026/10/07-dark-sugar-instagram-identidade-visual-confeitaria- 1024x576.jpg) The Instagram profile with the new identity. Social media posts ![Dark Sugar post: you don’t need a reason for this](https://buenodesign.studio/ wp-content/uploads/2026/10/17-dark-sugar-conceito-pequenas-alegrias-confeitaria- 819x1024.png) ![Dark Sugar post: small, sweet joys](https://buenodesign.studio/wp-content/uploads/ 2026/10/18-dark-sugar-conceito-doces-alegrias-ilustracao-819x1024.png) ![Dark Sugar delivery post: we’re on your favourite app](https://buenodesign.studio/ wp-content/uploads/2026/10/19-dark-sugar-mascote-delivery-confeitaria-819x1024.png) ![Dark Sugar post with the slogan sem culpa nem desculpa](https://buenodesign.studio/ wp-content/uploads/2026/10/20-dark-sugar-slogan-sem-culpa-nem-desculpa-819x1024. png) ![Dark Sugar post: artisan](https://buenodesign.studio/wp-content/uploads/2026/10/ 21-dark-sugar-campanha-sazonal-confeitaria-819x1024.png) ![Dark Sugar post: a short break already changes the day](https://buenodesign.studio/ wp-content/uploads/2026/10/30-dark-sugar-momento-de-pausa-confeitaria-819x1024.png) Packaging ## Every order becomes a small moment. Packaging is often the first physical contact with a brand, especially with delivery. So it had to do more than protect the product. Boxes, bags, cups and stickers put the brand’s lines in the customer’s hands: “it’s not weakness, it’s just a moment”, “pause, breathe, savour”. Small reminders that this treat needs no excuse. ![Dark Sugar bags with the words culpa and desculpa](https://buenodesign.studio/ wp-content/uploads/2026/10/09-dark-sugar-sacolas-personalizadas-confeitaria-1024x576. jpg) ![Dark Sugar donut sleeves reading não é fraqueza and é só um momento](https://buenodesign. studio/wp-content/uploads/2026/10/08-dark-sugar-embalagem-donuts-branding-confeitaria- 1024x576.jpg) ![Dark Sugar kraft bag with brand stickers](https://buenodesign.studio/wp-content/ uploads/2026/10/23-dark-sugar-sacola-stickers-branding-confeitaria-1024x768.png) ![Dark Sugar coffee cups reading pausa, respira, saboreia](https://buenodesign.studio/ wp-content/uploads/2026/10/22-dark-sugar-copos-cafe-personalizados-1024x683.png) Uniforms and space ## The team wears the idea. Uniforms are among the most visible pieces in a store, and they are almost always treated as an afterthought. Here, the T-shirts carry lines such as “we make it, you enjoy it” and “no guilt, no excuses”, in blue and Flour White versions, with cap and apron. The team becomes part of the communication, not just the service. The decorative frames follow the same logic: “bye guilt, nobody looks back here”,“ stay a little longer”, “coffee turned into conversation”. Lines that turn the wall into part of the experience. ![Dark Sugar team uniform with T-shirt, cap and apron, next to coffee cups](https:// buenodesign.studio/wp-content/uploads/2026/10/12-dark-sugar-uniforme-personalizado- cafeteria-1536x864.jpg) “Who said you need a reason to eat something sweet?” Carousel · Uniforms ![Blue Dark Sugar T-shirt, back: a gente faz, você aproveita](https://buenodesign. studio/wp-content/uploads/2026/10/HOMI-DE-COSTAS-768x768.png) ![Uniforme masculino frente com identidade visual da Dark Sugar](https://buenodesign. studio/wp-content/uploads/2026/10/HOMI-DE-FRENTE-300x300.png) ![White Dark Sugar T-shirt and cap: a gente faz, você aproveita](https://buenodesign. studio/wp-content/uploads/2026/10/MULHER-DE-FRENTE-300x300.png) Decorative frames 30 × 30 cm ![Dark Sugar decorative frame: tchau culpa, aqui ninguém olha pra trás](https:// buenodesign.studio/wp-content/uploads/2026/10/QUADRINHOS-30X30cm_QUADRINHOS-30X30cm- 01-768x768.png) ![Dark Sugar decorative frame: fica mais um pouco](https://buenodesign.studio/wp- content/uploads/2026/10/QUADRINHOS-30X30cm_QUADRINHOS-30X30cm-02-768x768.png) ![Dark Sugar decorative frame: o café virou conversa](https://buenodesign.studio/ wp-content/uploads/2026/10/QUADRINHOS-30X30cm_QUADRINHOS-30X30cm-03-768x767.png) Retail ## The store speaks too. With four stores in shopping centres across Curitiba and São José dos Pinhais, retail is where the brand gains scale. It is also where it competes with dozens of other shop windows. I designed the store environment so the brand could be recognised from a distance and in a way that it was possible to change the look on a small budget: vertical stripes, blue as the dominant colour and Docinho on panels, displays and wobblers. At the counter, table displays carry the brand’s humour: “guilt? I’m out!”, “grabbing my treat and heading off”. Store environment ![Dark Sugar interior study with framed prints and counter](https://buenodesign. studio/wp-content/uploads/2026/10/Tirar_as_plantas_das_prateleiras_202606030033- 765x1024.jpeg) ![Dark Sugar store environment study with the culpa, desculpa panel](https://buenodesign. studio/wp-content/uploads/2026/10/ChatGPT-Image-3-de-jun.-de-2026-00_25_17-768x1024. png) Events ## Same voice, different menu. Dark Sugar also caters corporate and private events. For that side of the business, Dark Sugar Eventos received a more understated version of the system. The palette swaps the retail colours for Charcoal Black, Flour White and Salted Caramel, better suited to a B2B context. The attitude is still there, though: “don’t treat dessert as a detail”. ![Dark Sugar Eventos visual identity reading não trate o doce como detalhe](https:// buenodesign.studio/wp-content/uploads/2026/10/02-dark-sugar-eventos-identidade-visual- b2b-1024x576.jpg) “Não trate o doce como detalhe”: don’t treat dessert as a detail. ![Dark Sugar Eventos branding applied to a corporate dessert buffet](https://buenodesign. studio/wp-content/uploads/2026/10/03-dark-sugar-eventos-buffet-corporativo-branding- 1536x864.jpg) Design elements ## Illustrations that move. Dark Sugar’s illustrations and iconography help build the brand’s world and complement what the copy is saying. In motion, they gain even more personality. Coffee, cupcake, bread, cinnamon bun and sandwich became short animations. ![](https://buenodesign.studio/wp-content/uploads/2026/10/Ilustracoess.gif) ![](https://buenodesign.studio/wp-content/uploads/2026/10/dark-sugar-ilustracoes- animadas-confeitaria-1024x585.gif) ![Dark Sugar services animation with illustrated icons](https://buenodesign.studio/ wp-content/uploads/2026/10/dark-sugar-animacao-servicos-confeitaria-1024x576.gif) Brand book ## A guide made to be used, not shelved. We brought together editorial positioning, communication pillars, mascot, colours, typography, textures, illustrations and photography direction in a guide built for the day-to-day work of whoever creates content for the brand. That way, Dark Sugar can grow into new products, stores and channels without losing its touch. Editorial positioning Communication pillars Docinho mascot Colour palette Typography Textures and atmosphere Illustration and iconography Photography direction Packaging Point-of-sale materials Social media swipe and have a look at the Brand book ![Dark Sugar brand book cover](https://buenodesign.studio/wp-content/uploads/2026/ 10/01-dark-sugar-brandbook-manual-de-marca-confeitaria-capa-1024x724.jpg) ![Dark Sugar brand book table of contents](https://buenodesign.studio/wp-content/ uploads/2026/10/02-dark-sugar-brandbook-sumario-1024x724.jpg) ![Brand book page on editorial positioning and the pillars of the Dark Sugar essence]( https://buenodesign.studio/wp-content/uploads/2026/10/03-dark-sugar-brandbook-posicionamento- editorial-pilares-1024x724.jpg) ![Dark Sugar tone of voice: how the brand speaks and how it doesn’t](https://buenodesign. studio/wp-content/uploads/2026/10/04-dark-sugar-brandbook-tom-de-voz-1024x724.jpg) ![Dark Sugar copy guidelines: everyday observation, tension, rupture and invitation]( https://buenodesign.studio/wp-content/uploads/2026/10/05-dark-sugar-brandbook-diretrizes- de-copy-1024x724.jpg) ![Dark Sugar brand vocabulary, with recommended words and expressions to avoid]( https://buenodesign.studio/wp-content/uploads/2026/10/06-dark-sugar-brandbook-vocabulario- da-marca-1024x724.jpg) ![Dark Sugar creative territories: moments, relationships, discovery and persuasion]( https://buenodesign.studio/wp-content/uploads/2026/10/07-dark-sugar-brandbook-territorios- criativos-1024x724.jpg) ![Docinho, the Dark Sugar mascot, introduced in the brand book](https://buenodesign. studio/wp-content/uploads/2026/10/08-dark-sugar-brandbook-mascote-docinho-1024x724. jpg) ![Rules for using the Docinho mascot, with on-brand and off-brand examples](https:// buenodesign.studio/wp-content/uploads/2026/10/09-dark-sugar-brandbook-uso-do-mascote- 1024x724.jpg) ![Dark Sugar illustrations and bakery icons](https://buenodesign.studio/wp-content/ uploads/2026/10/10-dark-sugar-brandbook-ilustracoes-iconografia-1024x724.jpg) ![Dark Sugar primary typography: Zuume and Zuume Cut](https://buenodesign.studio/ wp-content/uploads/2026/10/11-dark-sugar-brandbook-tipografia-primaria-zuume-1024x724. jpg) ![Dark Sugar secondary typography: Hahmlet](https://buenodesign.studio/wp-content/ uploads/2026/10/12-dark-sugar-brandbook-tipografia-secundaria-hahmlet-1024x724.jpg) ![Dark Sugar colour palette: Charcoal, Flour White, Blueberry Blue, Lime Green and Cherry Pink](https://buenodesign.studio/wp-content/uploads/2026/10/13-dark-sugar- brandbook-paleta-de-cores-1024x724.jpg) ![Dark Sugar photography direction: real photos, natural light and the product in focus](https://buenodesign.studio/wp-content/uploads/2026/10/14-dark-sugar-brandbook- direcao-fotografica-1024x724.jpg) ![Summary of the Dark Sugar graphic language on packaging and social media](https:// buenodesign.studio/wp-content/uploads/2026/10/15-dark-sugar-brandbook-linguagem- grafica-1024x724.jpg) ![Dark Sugar Eventos logo on a caramel background](https://buenodesign.studio/wp- content/uploads/2026/10/16-dark-sugar-eventos-brandbook-logo-1024x724.jpg) ![Dark Sugar Eventos graphic language, more understated and aimed at B2B](https:// buenodesign.studio/wp-content/uploads/2026/10/17-dark-sugar-eventos-brandbook-linguagem- grafica-1024x724.jpg) ![Dark Sugar Eventos colour palette: Charcoal Black, Flour White and Salted Caramel]( https://buenodesign.studio/wp-content/uploads/2026/10/18-dark-sugar-eventos-brandbook- paleta-de-cores-1024x724.jpg) ![Dark Sugar Eventos graphic elements: waffle pattern and minimal icons](https:// buenodesign.studio/wp-content/uploads/2026/10/19-dark-sugar-eventos-brandbook-elementos- graficos-1024x724.jpg) ![Use of illustrations in the Dark Sugar Eventos line](https://buenodesign.studio/ wp-content/uploads/2026/10/20-dark-sugar-eventos-brandbook-ilustracoes-1024x724. jpg) ![Dark Sugar heart symbol closing the brand book](https://buenodesign.studio/wp- content/uploads/2026/10/21-dark-sugar-brandbook-encerramento-simbolo-1024x724.jpg) ![Dark Sugar store header banner reading sem culpa nem desculpa with the Docinho mascot](https://buenodesign.studio/wp-content/uploads/2026/10/27-dark-sugar-testeira- interna-loja-1536x512.png) **A good treat needs no excuse. Neither does a well-built brand.** Dark Sugar ## No guilt, no excuses and plenty of personality. Brand identity is about being recognized in every detail, from a simple message on social to the donut box and the team uniform. If your brand needs that too, let’s talk. Project Credits: **Visual Concept & Art Direction:** Maichel Bueno **Creative Concept & Copywriting:** Igor Pagliuso**Strategic Planning:** Mariana Machado**Account Management:** Laís Mota Plácido**Head of Creative:** William Balbueno**Creative Direction:** Ricardo Mercer**Agency:** CandyShop [Start a project →](https://buenodesign.studio/en/contact/)