Feel good, look good.
When SugarThis set out to redefine the natural hair removal experience, they didn’t just stop at silky results—they wanted their brand to match the feeling. We teamed up to create a cheeky yet mindful brand strategy that smooths out the edges of an often uncomfortable topic. The result? A visual identity as candid as their services and as refreshing as a clean slate. Honestly, waxing poetic has never been this fun.
Sugaring is all about simplicity—sugar, water, and lemon. Since lemon is not only a key ingredient but also a sort of unofficial mascot for SugarThis, we knew it had to shine in the final logo design. But we had to make sure it didn’t send the wrong message (we’re not running a juice bar here).
Drawing from the evolution of the lemon, we crafted a design that would feel like a little slice of party in your day. We turned the lemon into a playful pin, marking “this is the place,” and a zesty slice that could double as a beach ball (hello, yacht party vibes). And of course, it all came together in the logo mark. To avoid any juicy mix-ups, we kept the palette bold with pinks instead of citrus tones.
Once we perfected the lemon mark, we took the "drop" and wove it throughout the branding. One key piece was communicating where SugarThis services could be used, so we decided to have a little fun with it. Using the lemon drop, we created custom icons for the key body parts involved in their services. Playful, yet tasteful—just like the brand itself!
With the visual identity locked in, we rolled out the lemon carpet for SugarThis to shine everywhere. To set them up for long-term brand consistency, we created everything from business cards and gift cards to flags, stickers, merch—you name it, we made it.
