Superfine-Sweet-Shoppe-Bentonville-Brand-Design-by-Rosemary-Hallmark.jpg
A bubbly pink logo says "Superfine" with the words "Sweet Shoppe" below it.

THE CLIENT

Superfine Sweets Shoppe is a jewel box dessert shop in downtown Bentonville, offering cookies, cakes, and premium ice creams in flavors as creative as its interiors. The owners, Bentonville chef team Luke Wetzel and Mollie Mullis, wanted to create a space that offered a heaping dose of nostalgia with an edge. The art-forward interiors designed by Dylan Turk and Christie Turk of KIN were inspired by Andy Warhol, Tokyo and old-school roller rinks. A bold marigold hue paired with bubble-gum pink laid the foundation for both the space and the brand. Drawing on the established inspiration, we created a suite of logos, icons, and waggish taglines in a limited color palette that were used on everything from packaging and exterior signage to merch and stickers, because what says nostalgia like stickers?

SERVICES

Brand Strategy, Messaging, Brand Design, Website Design, Copywriting, Collateral

CREDITS

Space design by KIN
Shop photos by Downtown Bentonville Inc.
Video by Fortune Horse Studio

LOCATION

Bentonville, Arkansas

A bubbly yellow logo says "Superfine" with the words "Sweet Shoppe" below it.
Graphic of a half-peeled banana on a pink background.
Graphic of a slice of rainbow layered cake on a pink background
Graphic of an "S" swirl of ice cream in a cup on a pink background.
Graphic of an ice cream cone with a pink "S" like a swirl of ice cream on top.
Graphic of a cook with sprinkles on top and a bite taken out, over a yellow background.
Graphic of two red cherries on a yellow background.
Graphic of six sprinkles in various colors on a beige background.
Graphic of a cupcake with pink frosting on a yellow background.
Wide shot of the ice cream counter at Superfine with marigold brick walls and a pink logo sign, menu boards, and pints lined up on the counter.
A girl with a straw hat and a marigold romper holds up a tote bag with a peace sign that says 'Peace of Cake.'
Graphic rendering of a waffle cone and on top sits the pink Superfine logo cursive 'S' - meant to look like a swirl of ice cream.

We were blown away by Rosemary’s talents! She is insanely creative and was able to execute our vision perfectly. We look forward to working with her on future projects.

MOLLIE MULLIS

“

Two marigold pines of ice cream featuring the pink Superfine logo floating in the air on a white background.
Various logo stickers on a marigold background
Hand holding a waffle cone with chocolate, vanilla, and strawberry scoops of ice cream covered in rainbow sprinkles
The pink "S" from the Superfine logo, rotating in a circle.
Yellow and pink ice cream cups sit ready to be used on a shop counter while a girl in the background scoops ice cream.
Scoop of vanilla ice cream with sprinkles on top in a yellow cup with a pink spoon
Stack of five peanut butter cookies on a white pedestal in front of a marigold brick wall
Graphic of six sprinkles in various colors
Chocolate chip cookie lies on a pink paper bag
Exterior of building, front door has a pink logo decal that says Superfine.
Brick exterior of building has a yellow metal sign in the shape of an ice cream cone.
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