From the founders of Gorillas, Sugar is on a mission to make living health fun, powered by community. We collaborated with the founders and CMO to develop the brand strategy, and bring it to life with a visual identity that spanned product and messaging.

The health industry is dominated by services that pressure people to live more healthily, rather than inspiring them with how that actually feels. Our concept drew from the natural high we experience when we're looking after ourselves. An aliveness that we crave and celebrate together. We translated that feel-good, confident and fun energy into an experience for people to feel and share, both in and out of the app.

We developed the logo, typography, palette, motion principles, custom emojis, landing page, and an extensive product design system.