Haute Sugar Co
Making couture concessions sound just as delicious as they taste.
Case Study Overview
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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.
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.
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.
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.
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.
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.
The Conclusion
