Sweet Dee's Jerk
A full rebrand, involving a name change, establishing pillars and digital propositions.
Overview
As part of a complete rebrand, including a name change and new brand pillars, I led the design of Sweet Dee’s digital presence. The website became the central hub for all touchpoints, connecting social media, eCommerce, and physical stores, including their spot in Selfridges Food Hall, creating a cohesive, omnichannel experience.
Mission
To transform Sweet Dee’s Jerk into a unified, experience-driven brand that delivers consistency across every channel while deepening customer connection and loyalty. The goal was to ensure that each digital and physical interaction communicated the same authentic energy and sense of community at the heart of the brand.Design Elements
Content Direction
The website’s content strategy focused on creating engaging, authentic, and informative material that expressed the brand’s warmth and community spirit. By maintaining a consistent voice across social media, eCommerce, and physical store channels, the brand established a unified message that strengthened recognition and trust.
Digital Platform
The rebrand and new digital platform positioned Sweet Dee’s Jerk as an omnichannel brand with a clear, cohesive identity. Customers now experience a seamless journey — from social content and online ordering to in-store visits, while the business benefits from actionable data insights that guide future marketing and experience design initiatives.
