Brown
Suga*
Turning a moment of uncertaingy into a vision of purpose, connection, and joy
livin' it: Brand Strategy + identity design
Brand expansion: packaging • Signage • swag • Social • Canva brand kit • Key messaging
Project scope:
When is a cookie not just a sweet treat? When it sparks a connection — between people, to your memories, to yourself. Brown Suga* was founded during the COVID-19 pandemic during a time when its founder was feeling disconnected from all she held dear, so she turned to a favorite pastime — baking sweet desserts — that allowed her to connect to her family, friends, and reminiscence about gatherings and joyous occasions.
I developed a brand strategy around the unique ability for flavor and scent to strike memories and the stories we each have through our experiences around food. Good or bad, each offer the opportunity to find the sweetness in life through connection. The Brown Suga* brand has a vision to evoke sweetness and joy in life through everyday celebration, reminiscence, togetherness, comfort and caring. The brand visuals support this through colorful, unique graphics that are upbeat and exuberant. The asterisk in the logo is that spark of something extra special awaiting you.
brown suga*
Inspiring
connection
EVERY DAY
Finding Sweetness
with and without taglines
LOGO SUITE
Our vision is to evoke sweetness and joy in life through celebration, reminiscence, togetherness, comfort and caring.
Our vision is to evoke sweetness and joy in life through celebration, reminiscence, togetherness, comfort and caring. •
Our vision is to evoke sweetness and joy in life through celebration, reminiscence, togetherness, comfort and caring. •
Our vision is to evoke sweetness and joy in life through celebration, reminiscence, togetherness, comfort and caring. •
BRAND PURPOSE
DELIGHT IN
ORIGINALITY
NURTURE OUR COMMUNITY
UNDERSTAND & EMPATHIZE
ELEVATE everyday
CELEBRATION
BRAND VALUES
BRAND PERSONALITY
HEARTWARMING: We will be uplifting and compassionate to our community. A friendly smile inspires connection and sweetens every day.
ZESTY & SASSY: Not only are our cookies flavorful, we express ourselves in a way that's lively and enthusiastic. A hint of sugar and a big dash of spice.
DELIGHTFULLY MAGICAL: We have an openness to possibility and creating our own reality. Our vision for life is transformative while we seek to create something extra-special.
DESIGN CONCEPTS
Our design IS AN EXUBERANT EXPRESSION OF OUR LIVELY, BOLD, JOYFUL ATTITUDE
I'M FEELIN' GOOD
A woman living her best life
• Our design IS AN EXUBERANT EXPRESSION OF OUR LIVELY, BOLD, JOYFUL ATTITUDE • I'M FEELIN' GOOD • A woman living her best life
• Our design IS AN EXUBERANT EXPRESSION OF OUR LIVELY, BOLD, JOYFUL ATTITUDE • I'M FEELIN' GOOD • A woman living her best life
• Our design IS AN EXUBERANT EXPRESSION OF OUR LIVELY, BOLD, JOYFUL ATTITUDE • I'M FEELIN' GOOD • A woman living her best life
Ebony Paul
founder, Brown Suga*
Annie has an incredible ability to take our ideas and values and translate them into visual representations that perfectly capture who we are. This strategy has not only shaped how we present ourselves at public events and to the world but has also influenced how we operate internally—from what we choose to donate to, to how we train our team and hire new associates.
The process of developing our brand strategy was eye-opening and deeply clarifying. Annie helped us refine our vision and align it with our goals, providing insights that extended far beyond aesthetics. Her collaborative approach and genuine understanding of our mission made the entire experience seamless and inspiring. Since launching our updated brand identity, we’ve received amazing feedback, and it’s given us a renewed confidence in how we show up for our community and customers. We couldn’t be more grateful for the unexpected value and growth this process has brought to our business.
Working with Annie on our brand strategy has been transformative for our business.
Featured on local morning shows and local guides
launching an event food trailer to expand their reach
Won AltCAP your Biz pitch competition's grand prize
Opened first retail location within 1 year
BRAND wins
Dare to dream bigger.
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