The story
Simone Soares Confeitaria was born from a brave choice. Caught between the stability of the classroom and the wish to balance work and motherhood, Simone decided to turn a long-held talent into a career. Baking stopped being just a skill and became a purpose: every cake carries presence, care and a genuine desire to be part of moments people remember.
The brand's essence can be summed up in one line that guided the whole build: the taste of love and motherly care. From it come the three pillars that hold the brand together: care, human warmth and tradition.
The personality is warm, friendly, transparent and attentive. It's a brand that talks to you eye to eye: affectionate in its voice, supportive in service, honest in its promises and clear in what it tells you.
Illustrations
The illustrations turn traditional sweets into small, lively characters. Breno Brigadeiro, Benjamin Bolo, Bento Beijinho and Conde Coxinha — named after classic Brazilian party treats — are visual extensions of the brand's essence.
The style relies on rounded shapes, simplified proportions and large eyes that create an immediate connection. These characters work as strategic assets: they widen the range of applications across packaging, social media and stationery, strengthening recognition and recall. More than decoration, they build narrative.
Color
The palette turns feeling into visual language: warm, welcoming and sweet in just the right measure. Sweet Red is the emotional heart of the identity, carrying affection and celebration.
Charm Blue brings balance, lightness and a modern edge, keeping the identity from turning saccharine. And Cozy Cream works as a soft base, evoking the texture of freshly made batter.
Typography
Choosing Alexandria as the primary typeface balances delicacy and structure, exactly like the brand itself. Its range of weights allows for an organized hierarchy and flexible compositions.
The result joins modernity and sensitivity: Alexandria doesn't compete with the brand's sweet universe, it organizes it. It gives structure to affection.
