Too sweet to handle
Sugarplum logo, visual identity and packaging X M — N Associates
Launched in April 2023, Sugarplum is a Gen Z makeup brand established by Trang Ngo (Tracy), a renowned Vietnamese beauty vlogger known as Changmakeup across various social media channels. Collaborating with M — N Associates, Tracy embarked on a two-year journey to meticulously develop products, brand strategy, vision, and direction. This groundbreaking brand captures the essence of Gen Z through its bold, eco-friendly, and trendsetting products, perfectly reflecting their values and spirit.
Influencers like Trang Ngo (Tracy) possess immense potential in brand building due to their deep connections with millions of fans who trust and value their recommendations. By creating their own businesses, influencers gain the power to make executive decisions, enabling them to build authentic brands that resonate with younger generations more than traditional brands. This approach allows influencers to maintain and strengthen the bond with their fans while securing their future in a rapidly changing industry.
Teaming up with a branding studio like M — N Associates, Tracy can leverage this trust to create an authentic, sustainable brand that aligns with her values and resonates with her Gen Z audience. This synergy between influencers and branding studios ensures the development of a brand that stays true to its core identity and appeals to its target market. Together, Tracy has established Sugarplum, a brand that not only appeals to younger generations but also ensures her continued success in the competitive beauty industry.
Building on the candy-inspired name, Sugarplum's branding visuals exude an incredibly sweet and feminine charm. This delightful artwork is skillfully balanced with a confident and clean design, effectively capturing the essence of the Gen Z audience. The logo wordmark is both bold and courageous, incorporating a cleverly designed exclamation mark that transforms into a lipstick and a heart. This unique detail infuses the brand's identity with versatile design that can be adapted for a wide range of applications.
Brand and product photography is a standout aspect that elevates the visual elements and packaging design to new heights of vivacious charm. By collaborating with young models who embody the target audience, the brand produces imaginative and captivating content that encapsulates the bold and spirited essence of Sugarplum. The high-quality images showcase the dazzling colors and textures of the products, inspiring consumers to desire these items for their delightful and attractive appeal.
The brand and product photography is a standout aspect that elevates the visual elements and packaging design to new heights of vivacious charm. By collaborating with young models who embody the target audience, the brand produces imaginative and captivating product photography that encapsulates the bold and spirited essence of Sugarplum. The high-quality images showcase the dazzling colors and textures of the products, inspiring consumers to desire these items for their delightful and attractive appeal, as well as the connection they forge with the brand's dynamic identity.
From the very beginning, Sugarplum effectively engages with its Gen Z audience by establishing a strong presence on popular social media platforms like Instagram and TikTok. The brand shares product demonstrations and interactive content that resonates with its target demographic. As influencers themselves, the brand's creator (Tracy) understands how to authentically connect with their audience, affectionately referring to them as "Sugarboos." This savvy social media strategy not only builds brand awareness but also fosters a genuine sense of community among fans and followers, encouraging them to embrace and become part of the Sugarplum community.
In conclusion, Sugarplum has become a new makeup brand for Gen Z that perfectly captures what its target audience is all about. With the brand's collaboration with M — N Associates, it has developed an identity that is visually appealing to younger people. Sugarplum has made a name for itself in the competitive beauty industry with its unique product designs, interesting visual features, and smart use of social media.
Credits
Creative Director: Anh Duy | Digital Director: Anh Nguyen | Designer: Quan NG, Antonio Pham, Tieu Anh | Project Manager: Lan Mai, Quan Nguyen | Typography: Dinamo, OH no Type Co.
