Sugar Branding & Packaging
Sugar Branding & Packaging

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
Sugar Branding & Packaging

Client: Sugar Cosmetics

Services: Branding & Packaging Design

Key Requirement

The packaging must:

  1. Be youthful; aimed at 18-25 years-old

  2. Establish the brand as premium

  3. 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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