Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
Shugarushhh
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Project Overview
Shugarushhh Beauty is a cosmetics and personal care brand that aims to provide clients with an experience that leaves them feeling refreshed, pampered, and beautiful. We were tasked with designing a modern brand identity that captures sweetness, relaxation, and beauty.
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The Problem
Shugarushhh Beauty needed a brand identity that effectively communicated its unique positioning as a luxurious, stylish, and modern beauty brand. The identity had to visually represent the brand's promises of providing a sweet, relaxing, and enjoyable experience while delivering high-quality beauty services and products.
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The Crevtus Way
Drawing inspiration from Shugarushhh Beauty's attributes of sweetness, beauty services, and commitment to making clients feel comfortable and relaxed, we designed a logo that tells a visual story. From the colour choices to the font types, we aimed to represent the brand as a luxurious, stylish, and modern entity. We ensured that the Shugarushhh Beauty brand identity is flexible for execution across various digital and print media.
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The Craft
The Logo
The logo has two parts: the brand icon and the wordmark.
The icon is inspired by the brand's attributes of sweetness, beauty, and relaxation, and it combines these three ideas into one meaningful symbol:
- The lotus flower represents beauty
- The zen pose represents relaxation
- The bee shape represents sweetness
The wordmark is divided into two parts: the main brand name and the sub-name. The main brand name is given more prominence using a bold, stylish sans-serif font that adds character and style to the identity.
The sub name is written in a simple and less dominating typeface that creates an interesting contrast between the main name and the sub name.
Typography
For headings and titles, the bold serif Brixanos font was selected. Its stylish letterforms and flourishes embody Shugarushhh's luxury positioning and high-end essence. Yet Brixanos remains clean and legible, allowing the headings to make an elegant, attention-grabbing statement.
To complement Brixanos, the versatile Sora sans-serif font family was chosen for body copy and smaller text. Sora's clean, slightly rounded characters provide a nice contrast to Brixanos' formality while maintaining a modern, approachable feel befitting the brand's warm hospitality.
Typography
For headings and titles, we used the bold serif Brixanos font. Its stylish letterforms and flourishes embody Shugarushhh Beauty's luxury positioning and high-end essence while remaining clean and legible.
To complement Brixanos, the Sora sans-serif font family was chosen for body copy and smaller text. Sora's clean, slightly rounded characters provide a nice contrast to Brixanos' formality while maintaining a modern, approachable feel.
Colours and Patterns
The colour palette of teal, white, gold, and grey looks premium and luxurious while also feeling calming. We designed a versatile pattern featuring the brand icon and wordmark. This pattern comes in two variations and can be used across various branding materials to create a unified visual identity
Packaging
As a brand that creates physical products, packaging is essential. We created packaging mock-ups and other brand elements like merchandise and stationery.
These were designed well across digital and print formats for a consistent brand experience.
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Impact
We were able to create a brand identity that secured Shugarushhh's brand position. The identity also enabled them to grow and diversify their offerings without the need to update it.
Finally, the identity ensures that visitors and customers to ShugaRushhh feel at home when interacting with any brand touchpoints, from thank-you cards to their website.
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