Sugar Alchemy

Brand Identity, Marketing Design, Packaging Design

Info

Sugar Alchemy is a cake decorating products company that creates high-quality, innovative, and easy-to-use solutions for both professional and home bakers. More than just mixing ingredients, they believe cake decorating is about creating magic, a blend of art, creativity, flavor, and love. The rebrand was aimed at strengthening Sugar Alchemy’s position in the competitive D2C market, building a brand that feels magical, approachable, and inspiring.

Work

Visual Identity, Packaging Design, Brand Assets, Brand Guidelines

- The rebrand of Sugar Alchemy, transforming it into a modern, nature-inspired wellness brand.

- Created a refined visual identity system that blended botanical elements with a clean, contemporary aesthetic.

- Designed comprehensive brand guidelines covering logo usage, typography, color palette, and imagery direction.

- Built digital and print assets, including packaging, social media templates, and marketing collateral.

Client

Sugar Alchemy, India

Year

6-7 Months, 2023 - 2024

My Role

Lead Brand & Creative Designer

Team

Project Manager: Raj Patel
Brand Strategist: Raj Patel
Brand Designer: Jayesh Patel

Challenges

- Crafting a brand identity that speaks equally to professional bakers and hobbyists.

- Balancing artistry with functionality in packaging design, ensuring it’s visually magical while practical and clear.

- Differentiating Sugar Alchemy in a competitive D2C market filled with established global players.

- Making Sugar Alchemy ready to launch globally.

Goals

- Rebrand to establish a stronger position in the D2C industry.

- Build a magical, inspiring brand that resonates with both professional bakers and home enthusiasts.

- Design packaging that excites customers and differentiates the brand on crowded shelves.

- Create a scalable identity system to ensure consistency across digital, print, and product packaging.

Process

Discovery & Strategy
– Conducted workshops with the Sugar Alchemy team to define their mission, personality, and positioning.
– Researched competitors, market trends, and audience behaviors to identify gaps and opportunities.

Moodboards & Visual System
– Explored design directions with moodboards.
– Color palette, typography scale, and AI photography style.

Visual Identity & Packaging
– Designed a identity and visual system that captures the magical essence of cake decorating.
– Developed packaging that aligns with brand visual identity

Visual Identity

Created a logo and visual identity inspired by the moodboard, reflecting The Magician archetype- empowering, curious, confident, and inspiring.

Marketing Design

Created a cohesive marketing design based on the visual guideline, including logo variations, badges, stickers, social media content, brochures, web icons, and brand collateral.
Designed supporting creative assets for product categories, e-commerce, and marketing touchpoints.
Built an AI image prompt library to efficiently generate brand assets.

Discarded Direction

Design System

Built brand guidelines covering typography, color palettes, packaging rules, photography style, and applications.

Packaging Design

Created scalable packaging for 10+ products with 40+ variations, designed to appeal to both B2B and B2C customers. Developed visually distinctive designs that stand out from competitors while reflecting Sugar Alchemy’s magical brand personality. Balanced aesthetics with practical functionality and built an AI image prompt system to reduce photoshoot costs and streamline asset production.