Project Overview
Client: Supersweet (formerly UpCo Technologies)
Location: Dublin, Ireland (Hybrid)
Industry: AI-Based Intelligence Platform for Hospitality & Retail
Project Type: Complete Brand Identity System
Year: 2024-2025
The Challenge
Supersweet, an innovative end-to-end intelligence platform for the hospitality and retail sectors, needed a complete brand transformation to reflect its evolution from UpCo Technologies to a bold, modern SaaS company. The challenge was to create a distinctive visual identity that would:
- Position them as a cutting-edge AI technology leader
- Appeal to hospitality and retail decision-makers
- Differentiate from traditional enterprise software
- Support their modular platform structure (Marketing, Capture, Sales, Inventory, People, Production, Property, Finance)
- Balance professionalism with approachability
The Solution
Brand Strategy & Positioning
Developed a brand personality that embodies "smarter, faster, sweeter" working. combining:
- Bold confidence (for enterprise credibility)
- Playful energy (to disrupt the B2B SaaS space)
- Visual sweetness (memorable, distinctive, ownable)
Logo Design:
- Created a custom wordmark using Montserrat ExtraBold for maximum impact
- The lowercase "supersweet" conveys approachability and modern tech sensibility
- Clean, geometric letterforms ensure scalability across digital and print
Colour Palette:
Developed a vibrant, ownable colour system:
- Primary: Black & White (sophistication, clarity)
- Secondary Spectrum:
- Marketing Yellow (#FFC107)
- Capture Orange (#FF9800)
- Sales Red (#F44336)
- Inventory Pink (#E91E63)
- People Purple (#9C27B0)
- Production Navy (#1A237E)
- Property Blue (#2196F3)
- Finance Green (#4CAF50)
Each colour represents a specific platform module, creating instant visual recognition.
Typography:
- Primary: Montserrat ExtraBold (headlines, impact)
- Secondary: Fira Sans (body copy, readability)
Combination balances boldness with technical precision
Iconography System
Designed a comprehensive geometric icon library:
- 8 core module icons using abstract geometric shapes
- Consistent visual language with overlapping shapes, circles, and squares
- Icons work in full colour, grayscale, and line art
- Scalable from favicon size to large-format displays
- Created pattern library for backgrounds and textures
Key Visual Element: Lightning bolt symbol representing speed, power, and the "sweet" energy of the platform
Brand Applications
Digital:
- UI/UX design system for web platform
- Dashboard interfaces with colour-coded modules
- Social media templates
- Email marketing templates
Print & Collateral:
- Business cards with bold colour blocking
- Presentation decks
- Trade show banners
- Product datasheets
Marketing Campaigns:
- "No additives, it's supersweet already" campaign
- Playful imagery combining professional photography with bold graphics
- Example: Gorilla with sunglasses (power + personality)
- Example: Cheetah with glasses (speed + intelligence)
Environmental:
- Office signage system
- Event booth designs
- Branded merchandise
Key Outcomes
Distinctive Market Position: Supersweet stands out in the crowded hospitality SaaS space
Scalable System: Brand grows with its expanding platform modules
Memorable Identity: The "sweet" concept creates an emotional connection
Professional + Playful: Balances enterprise credibility with approachability
Unified Platform: Colour-coding creates intuitive navigation across 8 modules
Brand Impact
The new brand identity successfully positions Supersweet as:
- A modern, innovative alternative to legacy hospitality software
- A comprehensive solution that "brings clarity and control to complex operations"
- A company that makes serious business challenges feel manageable (and even enjoyable)
The visual system supports their mission to help retail and hospitality businesses "work smarter, faster, sweeter" across various locations in Ireland.
Services Provided
- Brand Strategy & Positioning
- Logo & Visual Identity Design
- Colour Strategy & Palette Development
- Typography System
- Iconography & Illustration
- UI/UX Design System
- Marketing Collateral Design
- Brand Guidelines Documentation
- Campaign Creative Direction