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Sugarpova brand and packaging

Packaging, Consumer

Maria Sharapova’s first entrepreneurial venture—a new sour, gummy candy line dubbed Sugarpova—launched in August 2012, online and in stores across the US. The tennis star enlisted the help of Brooklyn, New York, design studio Red Antler (in partnership with Dentsu) to create the fun, sweet look of the brand. From the packaging to the website the brand brings bold and fashionable to the candy market while maintaining the playful nature of the product. The identity is clean and uncluttered with a set of lips that can be altered to correspond with different shapes and flavors and convey the seemingly endless attitudes of the brand (chic, cheeky, silly, sassy, flirty, quirky and smitten).

Lauren Sheldon/Mike McVicar, designers; Simon Endres, creative director; Liz Von Hoene (ads)/Brian Pierce (product)/Clare Ros (events), photographers.