As the well-known Abba song says: slipping through my fingers all the time, well, that's how July went for us. We all remember Meryl Streep brushing Mia's curly hair before the wedding, an incredible movie *sobbing*. However, this intro was an excuse to present Sweet July, which sounds and feels like the summer holidays for many people. Not far from joy and comfort, the performers of this identity project are Saturday Studio and Ayesha Curry, Sweet July founder.

Sweet July is a quarterly magazine, an Oakland storefront, and an online hub for self and home. From flavorful recipes and stories of community to effortless linens and rejuvenating wellness products. Its founder and team curate and highlight an inclusive array of voices and perspectives. Also, they encourage others to identify their own Sweet July: 'It’s a feeling, a thought, a phrase, and I hope it will become a movement.' says Ayesha Curry. Saturday Studio developed the word mark and branding system used throughout the Sweet July experience. From shopping bags to magazine covers. Once they figured out the enlisted above, they created retail packaging for the brick and mortar store and café, unboxing materials for the online shop, and branded bags for coffee and tea.

Creatives designed and developed a custom website that combines the editorial needs of an online magazine with the functionality of a complete e-commerce shopping experience. It is a one-stop-shop for all things lifestyle — a destination for daily inspiration. An overall heart-warming aesthetic that makes us feel at home.