Sugar Mama is an American pastry shop in Spain, which kind of sounds like the opening line to a premise about a movie set in Spain for American viewers. David Sierra did the branding for this project and it emerges with a well-balanced Spanish-American feel. The red and white stripes that appear in some of the packaging and on the exterior of the store front is one instance where the design scheme crosses over into an influence from each country. The logo itself is relatively simple, a cursive script with the tag of the g underscoring the last half of the word “Sugar”. The typeface has that mama feel, essential to a place like this. The branding is relatively simple in general and I think that less-is-more approach works well here. Bakeries can be some of the most decadent places on Earth. If the treats are good, the deets don’t matter.