Sugarfreelicious | Brand Identity Proposal

Product

Sugarfreelicious is a small sustainable food company aimed at producing 100% sugar-free products by incorporating the use of dates to add natural sweetness to their products.

Problem

Small, sustainable food companies have been growing, but often struggle to create a brand identity that reflects their values and connects with their audience. This project explores how to build a strong brand identity for Sugarfreelicious, focusing on the sustainable food industry, and proposes a refreshed look for the brand.

Solution

Positioning itself as an artisanal brand allows a small healthy food company to stand out from larger, mass-produced competitors and carve out a unique niche. This approach builds authenticity and trust, enabling premium pricing—an advantage in a competitive market. Sugarfreelicious’ commitment to sustainability, with locally sourced, organic ingredients and zero plastic packaging, further strengthens its appeal, making the artisanal branding approach a perfect fit.

Concept 

Storytelling is key to creating a strong visual identity for artisanal brands, which are often rooted in craftsmanship and tradition. By incorporating a narrative into Sugarfreelicious’ design, we can highlight these values and create a unique, authentic story that sets the brand apart. I chose to craft a story that blends myth, legend, and fantasy, allowing the brand to connect with the deeper emotions and desires that influence purchasing decisions.

Storytelling

It all started with a hummingbird on a quest for the ultimate sweetness. She appeared when no one was watching, secretly sipping nectar, yet always craving more. Her thirst became legendary. Last seen in 2019, she’s back—this time with a magical, forgotten nectar: date honey, buried deep beneath Babylon’s soil. She shared its secret with our founder, Niharika, on a fateful day, sparking the creation of Sugarfreelicious.

Design Technique

I used mixed media, combining wax crayons, watercolor, colored pencils, gouache, digital painting, and various papers to create texture and depth. The layered effect from watercolor and wax crayons gave the illustration a three-dimensional feel, while the mix of materials added contrast and visual interest. This approach allowed me to experiment freely, resulting in a unique design style that reflects Sugarfreelicious’ identity.

Packaging Concept

Sugarfreelicious’ packaging stands out for its emphasis on sustainability, reusability and instant warmth, making the design both welcoming and easily recognizable to customers. I decided to pair a handwritten font with hand-drawn illustrations and natural textures to create a rustic and organic feel that resonates with the artisanal values of the brand.

Result

Through extensive research and design iterations, I was able to recreate a cohesive and recognizable brand image that reflected the company’s commitment to health, sustainability, and naturalness