Beloved Product.
Scalable Identity.

Rebranding an award-winning product and designing a completely new in-store experience. Piece of Cake!

Crème de la crème

Sweet Arleen’s boutique-style cupcakes and bread puddings are, quite literally, the world’s best. And after winning Food Network’s Cupcake Wars, (three times, no less ), —“the world” really wanted a taste. The only problem, Arleen had a single location in Los Angeles. To bring the world’s best cupcake (ahem…to the world), Arleen teamed up with La Visual to design the systems and stores that would scale the business to a national franchise and beloved brand.

The brand strategy is a tool we use every day. La Visual’s partnership was fundamental to the scaling and launch of our franchise model. They brought the wow factor!

Arleen ScavoneFounder, Sweet Arleen’s


Having a great product is one thing, but transforming it into a scalable branding system demanded a more strategic play; what are the company values, personality, and voice? What is the essence of the brand, and how can we express that in a meaningful and attractive way in-store at the customer level? La Visual interviewed key stakeholders, performed an exhaustive competitive analysis and orchestrated focus groups to help divine the Sweet Arleen’s brand identity; Classic, contemporary, and a cut above the competition
—just like their cupcakes.


“User-experience” is just as important in-store as it is online. It must be seamless and cohesive. From the texture of the countertops, to the location of the POS system — La Visual applied its rigorous, design-led methodology to ensure the in-store experience was as consistently tasty as the cupcakes themselves. La Visual worked closely with the development agency Datsu, to ensure quality assurance at every level of the spatial design process. Integrating the style guide into the design of the store’s 1200 sq. ft. footprint was a value added to the branding process. A unique mark of the spatial design was a “looking-glass” window into the kitchen to highlight that a trained chef prepares all of the food products onsite. This affectively elevated the customer experience.

And... Repeat

To find and attract franchisees, Sweet Arleen’s had to do more than sell a concept — they had to sell a modular product and turnkey process to lower the barriers to entry. This was no one-off design exercise — all materials and components were designed to be sourced anywhere in the country, easily installed and ready to be operational.



Project Days


Branded Touchpoints


1st yr Franchises

a Studio Tour

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