SMILLE

SMILLE is a dessert brand under SunnyHills. Unlike SunnyHills, which focuses on gift sets and in-store tea experiences, SMILLE offers freshly baked, takeaway pastries paired with a variety of fruit preserves. It aims to provide consumers with a dessert brand that brings a touch of greenery and joy into everyday life.

BLACK was involved from the early stages of the brand’s development, including product planning, naming, and overall positioning strategy. The concept “Smille Anytime, Smile Anywhere” was proposed to convey a light and relaxed brand tone, inspired by the idea of a picnic in the city.

The brand name Smille combines the letter S from SunnyHills, Mille (meaning “thousand layers”), and Smile, symbolising the idea of a thousand smiles hidden within each layered pastry. This naming, along with the tagline “Thousand Layers of Joy!”, forms a language system that reflects the idea of happiness layered in everyday sweets.

For the visual design, BLACK developed a complete identity system for SMILLE. From the logo, packaging, and photography style to product naming, all elements follow the concept of “Smille Anytime, Smile Anywhere,” making every purchase and tasting experience a memorable part of daily life.