You just gotta love the in-your-face attitude of Maria Sharapova’s Sugarpova brand identity. Designed by New York’s Red Antler studio, their aim was to “Create a brand, packaging and website for Maria Sharapova’s new premium gummy candy line that represents the sweet, fashionable side of this tennis icon.”
The logo itself is great – simple, minimal, visually bold and containing elements of cheekiness and pop art all in one form. An aspect that I love is how it can be adapted for the message - chic, cheeky, silly, sassy, flirty, quirky, spooky, and smitten – by way of minor tweaking in relation to the flavour of the sweets.
Sugarpova brings a new level of sophistication and quality to the gummy candy market, without losing sight of the playful nature of the product. The brand needed to communicate this balance by being fashionable, fresh and fun, just like Maria Sharapova. We designed a unique lip shape that can be altered to convey the many attitudes of the brand – chic, cheeky, silly, sassy, flirty, quirky, spooky, and smitten – corresponding with different shapes and flavors of the gummies themselves. We art-directed a photo shoot and designed the Sugarpova packaging and a Magento e-commerce site, all of which prove that gummies aren’t just for kids.
Looking at the brand identity overall, I’m reminded of various pop art prints and Jon Pasche’s “Lips and Tongue” art work for the Rolling Stones logo. The exciting and vibrant colour scheme does well to both act as an eye-catching visual for Sugarpova, but also represent the sweets they advertise.
I’m not sure who their target market was exactly, they said it wasn’t just for kids so, adult males maybe?