Sweet Cheat

All the taste with zero regret

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Sweet Cheat


Brand Strategy, Brand Identity, Illustration, Ecommerce Website, Photography


Design & Strategy: Kristiana Vellucci
Copy & Strategy: Stephen Trim
Photography: Anthony Lau
Development: Kristiana Vellucci

Every healthy product seems to have their own drawbacks and often times, eating healthier can mean sacrificing some of your favourite tastes. Sweet Cheat wanted to create a product that’s actually good for you without any hidden twists. They sell monk fruit mixutres that substitute sugar for a much healthier monk fruit extract.

In their first years of business, Sweet Cheat saw moderate online success and appealed primarily to people on a keto diet. Their goal was to reposition themselves to attract a larger audience base - focusing on busy moms with young children.

When Sweet Cheat came ot us, they had packages, website, and marketing content from three very different phases of their business. Our goal was to unify their brand visually and create a brand that embraces the fact that life is not perfect, and neither is your diet.

Illustration Set

The illustration set for this project was intended to be friendly and based in reality. It drew on a redefined brand palette to bring images of different ingredients and plants to life.
Monkfruit, chicory root flower and bananas
Sweet Cheat Icon Set
Sweet Cheat Color Palette


Sweet Cheat customers live busy lives. The photography art direction for this project was meant to represent the (organized) chaos of our every day lives.
Sweet Cheat Chocolate Milk Packaging
Sweet Cheat Sweetener Package
Sweet Cheat Hot Chocolate Package
Sweet Cheat Chocolate Milk Powder
Sweet Cheat Sweetener Powder
Sweet Cheat Hot Chocolate Powder

(web + product)

Sweet Cheat Website Images