When you think Sugar & Spice, you immediately think of an array of flavors ranging from sweet to savory. You think hot peppers to fresh fruits. You think red, green, yellow, orange, and all the different colors that make you hungry. Keeping this in mind, we started our research. We found that Green promotes healthy eating and lots of it. Orange stimulates the brain and stirs up a sensation of hunger. Red raises a person’s heart rate and causes hunger to be more prevalent. And purple, although rarely found in the world of foods, when present with all the fun, bright colors, acts as a calming agent. Combining all of these different colors and flavors, we had created a fun, friendly, yet delicate color palette that worked perfectly for the Sugar & Spice brand.

When planning the brand identity for Sugar & Spice, we knew we wanted to incorporate different peppers, fruits, and vegetables for their brand pattern. This helped create a fun, cozy identity and helped convey the different flavors catered by Sugar & Spice. For the logo, we opted to create a Pictorial mark that is easily recognizable but has a deeper meaning associated with it. We made use of the two S’s in Sugar & Spice, turned one of them into a strawberry symbolizing the “sweet” flavors and the second one into a hot pepper representing the “spice”. Merged the two together, and voila, we had a clever brand icon that is guaranteed to stand out! Can you see all the different elements?