SugarCoat Company

Branding & Motion Designer

SugarCoat is a candy company I made up and branded from scratch – including a logo with motion, branding system, annual report, and website. Coming up with a company that is not too close to anything that exists is a hard task – which is when I decided to come up with something a little far fetched – candy that you can paint with. No more, “no playing with your food” or “stop eating the paint” from parents. SugarCoat is an edible paint that dries like a fruit role up when finished.

The Brand

This brand is about sparking youth creativity and allowing children to express themselves. The logo design incorporates a blend of colors mimicking that of paint utilizing the brands color palette. This coupled with the swirls on the end of the “S” represent the liquidity and malleability the product would possess. The logo in motion brings the idea of paint strokes to life with a visual representation of the product “crystalizing” or “hardening” into the final product. This can be seen in the bumper below.

“CandiPaint” was my original brand name concept. Here you can see the first step in the process with original logo design sketches and inspiration.

I then adapted those sketches into “SugarCoat It” and brought the idea digital, as seen below. From there, the title was simplified to “SugarCoat” and the logo design was made less complex as seen in the final logo above.