Tennis star Maria Sharapova launched her designer candy-line last week in New York City. The 25-year-old is selling her trendy, gummy candies at It'Sugar candy store locations across the country, and Henri Bendel's in NYC.
Sharapova has won 27 WTA singles titles, and currently ranks 26th on Forbes' list of the highest paid athletes in the world, with $22 million of her $27.9 million in earnings coming from endorsements.
The packaging and logo were designed by Brooklyn-based branding experts Red Antler. The firm explains, "Sugarpova brings a new level of sophistication and quality to the gummy candy market, without losing sight of the playful nature of the product. The brand needed to communicate this balance by being fashionable, fresh and fun, just like Maria." There is no doubt this a fun, flirty design that seems to effectively reflect the target audience: trendy women of all ages.
Logo: the lip shape reflects the many attitudes, and flavors, of the brand - chic, athletic, silly, quirky, sassy...
Red Antler describes the creative thought process as a unique lip shape that can be altered "to convey the many attitudes of the brand - chic, cheeky, silly, sassy, flirty, quirky, spooky, and smitten - corresponding with different shapes and flavors of the gummies themselves."
Creative: the messaging strikes a balance between sporty and flirty.
Creative: the candy names represent the brand (and, Sharapova's) personality traits - "Sporty," "Smitten," "Sassy," "Quirky"
Packaging: the design uses clean lines and bright colors to evoke a sense of sophisticated fun. This candy is not just for little girls.
Website: the site is an e-commerce site on the Magento platform, designed and built by Pixafy.
Pixafy website: http://www.pixafy.com/
Website: the site is Wordpress-driven and also integrates with Facebook's events pages.
Launch: The Henri Bendel product launch in New York.
It was mobbed, by the looks of things.
Launch: Henri Bendel Store Front
Launch: Maria Sharapova at the launch in New York City.