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CASE STUDIES
case studies

Brand storyteller & full service copy house offering strategy, copy, and content

Haute Sugar Co

Making couture concessions sound just as delicious as they taste.

Mobile and Online Sweet Shoppe
Product Descriptions
June 28, 2023

Case Study Overview

HERE FOR THE SHORT VERSION? YOU'LL fIND IT BELOW. WANT THE FULL STORY? CLICK TO NAVIGATE TO EACH SECTION.
THE CLIENT
the client
Haute Sugar Co. is an 90's kid's style-infused, sugary-chic, champagne bubble dream.
THE INDUSTRY
the industry
Where cotton candy is for kids, and markets around nostalgia.
THE TARGET CUSTOMER
the target customer
A haute and hip gal who always has the new-new and encourages others to do the same.
THE DIFFERENTIATOR
the differentiator
Where sugar = self-expression, and your choice of sweet is an extension of your personal style.
THE BRAND CHARACTER
the brand character
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THE OPPORTUNITY
the opportunity
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THE COPY: OUR APPRACH
the copy: our approach
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THE RESULTS
the results
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Your brand isn't really a business - it's a character. It has its own challenges, values, motivation, and (wait for it!) lexicon. And when a dynamic brand character meets a dedicated brand storyteller? The result is the kind of messaging that your ideal audience won't be able to stop reading.


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Haute Sugar Co

The Client

Where confection and couture meet and fall in love.

Haute Sugar Co. is an 90's kid's style-infused, sugary-chic, champagne bubble dream.

They're Sketch London meets Willie Wonka. Glossier and a French Garden in the Spring.

They take all the treats you craved as a kid, and seriously up-level them for your adult self -- turning things like ice cream and cotton candy into edible accessories that look (almost) too good to eat. They're known for the vintage ice cream truck that makes appearances at weddings and events - and when they approached me, they had just launched an online sweet shoppe of cotton candy puffs for celebrating, gifting, and self-spoiling.

Meet them yourself.

COTTON CANDY

The Industry

Where cotton candy is for kids.

In the world of online sweet shoppes, marketing typically leans hard into nostalgia. After all, it's a treat that you used to have to ask your parents to buy for you. Other companies bank on the familiar experience of cotton candy and pair it with sophisticated flavors, or a custom color palette.

COUTURE CONCESSIONS

The Differentiator

Where sugar = self-expression.

With packaging inspired by designers like Balenciaga, names pulled from your favorite early 00's songs, and puffs laced with good-for-you adaptogens, Haute Sugar is a celebration of the stylish adult you want to be.

The Customer

Aesthetically motivated, trendy saavy, and attracted to innovation.

No items found.

A haute and hip gal who always has the new-new.

Haute Sugar's ideal customer is on the lookout for something new. She's in a whirlwind of travel, fashion, food, and friends. She's impeccably on-trend, and influences others into finding the next best thing. She's the gal who goes to brunch and orders a blood orange mimosa with a collagen powder upgrade. She's bold and straightforward and definitely has the Backstreet Boys playing during her workouts.

BRAND TAGLINE
Couture concessions for the stylish eater. • Sugar never goes out of style. • Couture concessions for the stylish eater. • Sugar never goes out of style. •
Couture concessions for the stylish eater. • Sugar never goes out of style. • Couture concessions for the stylish eater. • Sugar never goes out of style. •
Couture concessions for the stylish eater. • Sugar never goes out of style. • Couture concessions for the stylish eater. • Sugar never goes out of style. •
CHARACTER MOTIVATION
Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity • Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity •
Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity • Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity •
Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity • Exploration • Vicarious celebration • Rejecting complacency • Hard Work • Unconstrained creativity •
CHARACTER TRAITS
High-Energy • Flirtatious • Relevant • Sassy • Clever • "Tres Chic" • Fashion-informed • Bold • Nostalgic • Extra • Celebratory • Supportive
High-Energy • Flirtatious • Relevant • Sassy • Clever • "Tres Chic" • Fashion-informed • Bold • Nostalgic • Extra • Celebratory • Supportive
High-Energy • Flirtatious • Relevant • Sassy • Clever • "Tres Chic" • Fashion-informed • Bold • Nostalgic • Extra • Celebratory • Supportive
VOL. 1
Defined

These products are designed to mark meaningful moment's in a woman's life -- a marriage, a baby, a breakup, or a moment of friendship and self-care.

Our Approach

At the heart of it Haute Sugar Co. feels like your stylish bestie cheering you on. To make sure that came through, we kept the tone high energy and included conversational asides that sounded like what you'd hear at a brunch date with a friend.

VOL. 2
VOL. 3
Defined
Our Approach

We played with some tantalizing concepts and spicy censored language to keep the tone cheeky and light without it sounding too raw.

VOL. 4

The Conclusion

where they started
Savannah and Josh had an excellent sense of who their business was as a character, and why it was so distinctive. With such a sparkling brand personality, they needed vibrant product descriptions that brought you into an experience without sacrificing clarity.
what we did
why it worked
what they said
A SPECIAL NOTE