Awaken Your Dream

Chloe Tseng

See it On Campus: Level 2

Visitor Info

Awaken Your Dream: A dessert shop branding project inspired by my childhood dream.

This project aims to highlight the power of dreams as a medium for storytelling, connections, and self-reflection.

Problem Space

In today’s fast-paced world, people often lose touch with their dreams and passions, overwhelmed by societal expectations and practical career paths. This results in a loss of personal fulfillment, emotional disconnection, and stress. The pursuit of passion has become secondary to stability, leaving people with little time to reflect on what truly matters to them.

Thesis Statement

The thesis of my project is “Find yourself “. The idea is to reconnect with one’s dreams and passions, encouraging individuals to take a break from their busy lives and reflect on what makes them truly happy. The project aims to create an environment that evokes introspection and finds interest in personal aspirations. By incorporating the narrative of rediscovering forgotten passions into the branding of my dessert shop, I intend to create a space where people can get a sense of belonging, encouragement, and inspiration. Prompting people to re-examine their life choices and pursue what they genuinely love.

Definition of Dream

Dream = Interest + Curiosity + Hope + Love + Passion

I believe a dream starts with an interest in a topic that catches our attention. Then our curiosity drives us to explore deeper, ask questions, and seek understanding. Hope provides the possibility and belief of how the dream is achievable. Finally, our love and passion give us the motivation and energy that keeps us going. The five of them create a powerful combination that shapes our dreams today.

Branding

Why “Dream+ing”?

The name is inspired by the act of dreaming since the moment when we take action is where all imagination and hope become possible.

Menu

Each dessert includes a poetic description and encouragement that ties into the dream theme. This approach enhances the emotional connection with customers, making the menu more than just a list of offerings, but a part of the brand’s narrative.

Dessert Booklet

With every dessert purchase, customers will receive a small booklet designed just for that dessert. Each booklet includes a question, a statement, a reflection, and a message related to the dessert.

All Pages

Postcard

Each of our postcards carries a unique message. This postcard is designed to send to someone you care about. It is a gentle way to remind a friend, a family member (or even yourself) that it’s okay to slow down, feel deeply, and dream again.