Sugar Branding & Packaging
Case Study
Thumb-Stopping Packaging for Sugar Cosmetics
SUGAR Cosmetics is a makeup brand aimed at 18–25 years old. It is a target audience that its founders felt was largely untapped by existing players. These young women identified neither with the celebrity-driven advertising of the mass brands nor with the luxury giants’ often-intimidating messaging. The brief was to create “thumb-stopping packaging.” Rather than equivocate with existing players, it was important to embrace a brand-new dynamic.
Sugar Branding & Packaging
Client: Sugar Cosmetics
Services: Branding & Packaging Design
Key Requirement
The packaging must:
Be youthful; aimed at 18-25 years-old
Establish the brand as premium
Distinct, expressive & versatile
The Problem
SUGAR has kept its youthful customer persona at the centre of their strategy and this is probably one of the most fundamental reasons for their success so far.
Given that the company’s growth lay in getting mass customers to upgrade or luxury customers to try something less expensive, SUGAR’s challenge was to establish itself as a premium brand. It was a challenger brand and they had to look and feel distinctly different yet maintain the familiarity of the cosmetic aesthetics
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