For Sprinkl’d, I developed a character-led branding system that illustrates the experience of offering a doughnut into a visual identity. The brand strategy centres around the idea of “a little joy on top,” naming the product as an expressive moment of happiness. The character is the voice of the brand, playful and slightly cheeky. I used soft, rounded typography and a warm pastel colour palette to reinforce approachability and sweetness. By combining illustration, typography, and product photography, I built an identity system that works consistently across digital and physical applications.