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Sharapova’s Sweet Shot

Brooklyn NY

sharapovaRed Antler, the Brooklyn NY branding firm, created an identity, packaging and website for Maria Sharapova’s new premium gummy candy line intended to, represent “the sweet, fashionable side of this tennis icon.” The new line of candies launched in late summer. Explains Creative Director Simon Endres: “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. We designed 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. We art-directed a photo shoot and designed the Sugarpova packaging and a Magento e-commerce site… all of which prove that gummies aren’t just for kids.”