Pleasant — Brand Identity & Illustration System

A playful brand identity created for Pleasant, a cookie-focused concept built around nostalgia and everyday comfort.

The visual direction draws from childhood references, using soft, expressive typography and a set of cheerful illustrations to create a friendly and approachable brand language.

The identity includes:

• a custom logotype with rounded, hand-crafted forms

• a cohesive illustration system used across packaging and brand touchpoints

• a warm, approachable colour palette designed to evoke comfort and familiarity

The result is a character-driven brand that feels nostalgic yet contemporary, designed to connect with a wide audience across packaging and in-store experiences.