CATEGORY

Basic Identity Applications

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Simon Endres

Art Director

Adam Flanagan

Designers

Lauren Sheldon
Mike McVicar

Website

Pixafy

Copywriter

Emily Heyward

Photographers

Liz Van Hoene
Clare Ros

Account Manager

Rachel Higgins


TAGS

, , , , , , , , ,


LINKS

Red Antler
Sugarpova

Sugarpova by Red AntlerSugarpova by Red AntlerSugarpova by Red AntlerSugarpova by Red AntlerSugarpova by Red Antler

CLIENT

A new line of gummy and sour can­dies from Maria Shara­pova, a fiercely com­pet­i­tive ath­lete who isn’t afraid to embrace her sweet side. Look­ing ahead to her future beyond the inter­na­tional ten­nis cir­cuit, she decided to launch a busi­ness that was purely her own.


BRIEF

We part­nered with Maria Shara­pova and Dentsu to launch a pre­mium yet afford­able candy line that reflects the fun, fash­ion­able, and sweet side of the inter­na­tional ten­nis sen­sa­tion. The tar­get audi­ence includes candy lovers of all ages, with a bulls­eye on fash­ion­able, fun-loving women aged 17 — 21 years old. The brand needed to be aspi­ra­tional with the poten­tial to ulti­mately expand into other lifestyle categories.


APPROACH

With graphic lips for every mood, we brought per­son­al­ity and atti­tude to the candy itself. Our visual use of pop col­ors and play­ful pat­terns was matched with strate­gic mes­sag­ing, art direc­tion, pack­age design, pho­tog­ra­phy, and an e-commerce site (devel­oped by Pix­afy). Sugarpova’s brand­ing sets the tone as cute but fierce, bring­ing out the play­ful side of a seri­ous player.

Red Antler has far sur­passed our expec­ta­tions as a part­ner in brand­ing and design. They helped bring Maria’s vision to life through the brand design, pack­ag­ing, web­site design, and pro­duc­tion. Red Antler’s pas­sion­ate ded­i­ca­tion, strate­gic design think­ing, and col­lab­o­ra­tive process enabled us to hit the ground run­ning right from launch. Today, after ten very excit­ing months we con­tinue to work with Red Antler as Sug­ar­pova expands. — Max Eisen­bud, Chief Exec­u­tive Offi­cer of Sugarpova

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