Logo Design Love

For graphic designers and all who love logos.

Sugarpova

This week saw the launch of Maria Sharapova’s first entrepreneurial venture, a new gummy and sour candy line dubbed Sugarpova.

Sugarpova logo

Maria enlisted the help of Red Antler (in partnership with Dentsu), and the challenge was to “create a brand, packaging and website for Maria Sharapova’s new premium gummy candy line that represents the sweet, fashionable side of this tennis icon.”

Sugarpova logo

“One of our designers came up with the idea to change the pattern and the shape embedded in the lips depending on the flavor, which serves as great system for the brand and also highlights the different personalities and sides of Maria.”
— SIMON ENDRES, RED ANTLER

Sugarpova logo

Sugarpova

Sugarpova logo

Sugarpova website

Sugarpova

A portion of every Sugarpova purchase is given to the Maria Sharapova Foundation for helping children across the world achieve their dreams.

Read more on USA TODAY.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

9 appreciated comments

  1. Why is she promoting sweets when she’s a sportswoman?
    Images of sweets in perfect white teeth just feels wrong.

    It’s good that and undisclosed portion of the profits go to her foundation, but why did she have to pick sweets? Because of the pun on her name?

  2. Rich

    A tenuous pun at that, I like the tennis balls though, they actually relate to her in some way.

  3. Genevieve

    Because sweets are good, and it’s fine as long as you dont abuse it. Plus, everyone likes candy! She probably likes them a lot, too. Anyways, they look good, but a bit pricy.

  4. Maria said in the video, “I’ve always had a sweet tooth, and I’ve always wanted to find myself in the candy business somehow.” Fair play to her. She’s taking a passion and running with it.

    What I’d like to see, though, is the removal of artificial flavours and colours from the range — something like what the Natural Candy Store does. That’d be setting a better example, and creating a better product.

  5. Jesper

    They (Natural Candy Store) could on the other hand surely have a more memorable branding

  6. One of the better personality and product combinations I’ve seen.
    There’s a slight uneasyness (that a word?) with the whole teeth sweet theme. But overall a strong design set bound to do well I’d say.

  7. Diabetic products with a beautiful design. Go figure.

  8. Nice if tenuous idea, nice packaging, but I fear totally the wrong product. This is 100% Haribo country (at least in europe) and as far as I know young women don’t eat lots of Haribo.

  9. A lovely playful design and a consistent personality – I really like this branding.


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