Sugar Box – A Bold Brand Identity with a Sweet Twist

Sugar Box is a vibrant confectionery retailer bringing American and global sweets to UK high streets and doorsteps. With physical stores in Cardiff’s St David’s Centre, Sheffield’s Meadowhall, Birmingham’s Bullring, and a thriving e-commerce arm, the brand needed a standout identity to launch their new venture into an already colorful market.

The brief was clear but creatively challenging: develop a logo and brand identity that felt playful and fun - but with a modern, unexpected edge. Rather than follow traditional cues from the confectionery industry, we drew inspiration from the beauty sector, creating a fresh, stylish aesthetic that helped Sugar Box carve out a unique space in the market.

As a completely new business, we had a blank slate. Through a highly collaborative process - marked by plenty of iteration - we arrived at the signature "mouth" concept. This became the cornerstone of the identity, refined through numerous rounds until we landed on a final design that struck the perfect balance between bold and approachable.

Sugar Box loved the result. Since then, our partnership has grown to include ongoing work across store concept design, social media and newsletter content, and the design and build of their e-commerce platform. What began as a logo project evolved into a dynamic, long-term creative relationship.