Project Overview

Bombshell Treat Bar is a woman-owned business located in Metro Detroit that believes that “life is too short, so why not make it jaw-droppingly sweet?”

The owner, Jill Kasle, expressed her desire to create a memorable brand that was simple and sophisticated, yet playful. Her goal was to speak to a “kidult”, an “adult who likes doing or buying things that are intended for children.” Inspired by brands that “kidults” usually flock to, like streetwear and toys, Bombshell’s design system can flex from understated to in–your–face. The combination of visual elements—like custom emojis, explosions of sprinkles, and bold messaging—allows for consistency without redundancy. Instead of relying solely on product photography like many of its competitors, Bombshell uses custom illustration for each menu item to create visual play.

Project Goals

• To develop a brand identity that speaks to both children and adults

• To balance the brand’s seriousness about high-quality ingredients and curated treats with the playfulness of their process and attitude

Project Challenges

• Creating a memorable brand in a competitive market of ice cream and sweet treats

• Covid-19 impacted the initial opening plan for Bombshell Treat Bar. Their team quickly pivoted to offering a delivery service, which required expanding the messaging and illustration set to include popsicles, package design/customer experience (CX) design, and an e-commerce component to the website.

Project Outcomes

• In December 2020, the project received international design recognition, winning a Creative Communication Award in Brand Identity / Branding.