Sugarplum, a Vietnamese beauty brand known for its clean, cruelty-free, and vegan products, has introduced a refreshed logo and updated visual identity. The redesign reflects the brand’s commitment to individuality, creativity, and self-expression, resonating with a youthful and dynamic audience.
The new logo marks a bold shift in the brand’s identity. Featuring unique typography, the design is bright and playful, with subtle irregularities in the letterforms’ proportions, giving it a warm, approachable feel. These design details reflect the mission to inspire confidence and celebrate uniqueness.
A standout feature of the logo is the exclamation mark at the end of the brand name. This element injects energy and excitement into the design, capturing the company’s vibrant personality. It also reinforces its commitment to empowering its audience, making the logo visually engaging and emotionally resonant.
Using black as the primary logo creates a strong contrast against bright and colorful packaging. This choice ensures the logo feels modern and versatile across various applications, from digital media to product labels. The monochrome design emphasizes simplicity and transparency, aligning with the company’s straightforward approach.
The updated visual identity minimizes graphic elements, drawing attention to the name itself. This clean, streamlined look enhances versatility and reflects the dedication to authenticity. By focusing on clarity, the design lets the products and messaging shine.
The rebrand also includes redesigned packaging that incorporates cheerful, vibrant imagery. Gradient-inspired tones give the packaging a joyful and creative feel, perfectly aligning with the brand’s philosophy. This cohesive visual system creates a recognizable and unified presence, helping the company stand out in a competitive market.
By modernizing its visual identity while staying true to its values, the brand highlights its focus on celebrating individuality and fostering creativity. The new logo and design system connect with a broader audience and reinforce its position as an innovative leader in the beauty industry.
