Be Sweet Introduces “Cutia cu basme dulci” — A Branding and Packaging Design Project

Be Sweet unveils “Cutia cu basme dulci,” a branding and visual identity project developed for its artisanal confectionery collection. The new brand direction introduces an illustrated storytelling universe, positioning packaging as a central element of the brand experience.

The gift box moves beyond functionality, becoming a strategic asset that supports differentiation and market positioning. The project involved visual identity development, original illustration design, and the creation of a cohesive packaging system applied across the entire structure.

The focus was placed on clarity, visual consistency, and strengthening brand recognition across all consumer touchpoints. “Cutia cu basme dulci” marks a new chapter in Be Sweet’s evolution, expanding its visual identity through strategically developed packaging and refined brand expression.