Sugarpova by Red Antler

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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.

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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. 

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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