Gen Z-tailored rebrand for Sugarplum

Sugarplum, founded by Chang Makeup, a Vietnamese beauty influencer, was launched as a clean and cruelty-free makeup brand that appeals to the boldly expressive Gen Z. In partnership with ABC Dinamo, a type design studio based in Berlin, the brand’s new strategy includes a logotype that jumps out from the packaging and a custom typeface called Sugar Ginto Nord Black that incorporates details of the lipstick’s shape. All these features reflect the brand’s voice which is fresh, trendy and aims to form a genuine connection with its audience.