• by Fern Siegel , May 8, 2024

Sweety Ice Cream, a mochi ice cream company, has debuted a new visual identity.

Chase Design Group updated its brand look and added a tagline, “Asian Treats Family Made Since 1978.” The creative agency has also done work for Procter & Gamble, PepsiCo and Nestlé.

Sweety, Los Angeles-based and 46 years running, uses only natural ingredients, extracts and farm-fresh milk from local California cows. The three-bite treats include Asian flavors, such as green tea, ube purple yam, Vietnamese coffee and Azuki red bean, as well as the traditional vanilla, chocolate and strawberry.   

"The Sweety story is what sets them apart from all the other brands and was one of our top priorities from the start, to make sure that everything felt tied to their family in an authentic but fresh way that would connect with consumers,” says Narae Park, director of accounts, Chase Design Group.

Stacey and Sean Lee, and Tiffany Yang were children in 1978 when their parents opened Sweety, their first ice cream shop, in Monterey Park, California, serving authentic Asian-flavored mochi ice cream. They pride themselves on being the only family AAPI-owned mochi ice cream business in the U.S.

The new packaging features family photos and Mo, the new mochi mascot, on the back. Each design element, including the cloud background and gold line work, is a nod to the brand's Asian heritage.

All activations — point-of-sale, tradeshow booths, social media, website and ads — carry the new visual language.

Tiffany Yang, Sweety's chief marketing officer, said: “Chase truly encapsulated our original and evolved vision — the team who worked with us deeply resonated with our mission, and innately understood how to translate our commitment to quality, heritage, and innovation into a visual world.” 

The Sweety brand is sold in Walmart, Safeway/Albertsons and regional chains such as Nugget, Lassens, Harmons Grocery and Food Bazaar.