The Pink Sugar rebranding campaign seeks to introduce young teens to perfume. In this case study, the Pink Sugar brand goes from a hyperfeminine brand for older teens to a bubbly, bright brand that embraces young teens. The assignment was to use the design process to broaden its market by strengthening Pink Sugar’s reputation as a modern company.
Due to the fact that Pink Sugar adjusted its target audience as well as updated its style to elevate the brand, the deliverables need to grab the attention of consumers with bright colors and easy-to-read text. Developing new packaging, new products such as a body scrub and lotion, and an ad announcing the rebranding of Pink Sugar would allow Pink Sugar to connect directly with users. For the visual design, the motif utilizes delicate floss-like lines to mimic cotton candy floss that make the appropriate association without seeming childlike.
The flowing floss-like lines, bright colors, and puffy exaggerated text are engaging young audiences with Pink Sugar products.