Sugarplum!

Launched as a clean, vegan, and cruelty-free makeup brand, Sugarplum is made for the bold and expressive Gen Z. It’s more than just makeup; it’s a statement of self-expression. Sugarplum empowers you to feel confidently beautiful and uniquely yourself.

Founded by Chang Makeup, a pioneering Vietnamese beauty influencer, Sugarplum thrives on creativity and care. It’s not only designed for you but also for making an impression—whether it’s to make your ex regret, catch your crush’s eye, or earn admiration from your followers.

The brand’s distinctive strategy includes a bold logotype that stretches across the lipstick body, making it stand out on a makeup table or in your purse. The logo, inspired by various lipstick shapes, features a cute, organic heart symbol that resonates with Gen Z.

In collaboration with Dinamo, we developed a custom typeface—Sugar Ginto Nord Black—infused with details that mirror the lipstick’s iconic shape.

Sugarplum’s brand voice is fresh, trendy, and always in tune with the latest social media culture. Every piece of content is crafted with playful, relatable wordplay, ensuring it connects authentically with its audience. Our art direction centers on realness, featuring genuine images from customers, reinforcing trust and loyalty to the brand.