Launched last week, Sugarpova is a new line of twelve premium gummy candies in different, self-described “fun, unexpected” types and shapes imagined and “sold” by tennis superstar Maria Sharapova — hence, the product’s name — who is not just one of the great women tennis players of our time winning 27 WTA singles titles that include four Grand Slam singles titles but, at 25 years old, she is also a very astute business person, ranking 26 in Forbes’ World’s Highest Paid Athletes list that shows that $22 million of her total $27.9M earnings to date come from endorsements. Sugarpova will be sold at fashion store Henri Bendel in New York, available at hotel minibars, and at their own website. The new logo and packaging was designed by Brooklyn, NY-based Red Antler.
It’s hard not to like this identity and packaging in the same way that it’s hard not to like gummy candy. It’s fun and vibrant and colorful. And everything about it matches in personality and attitude: from the pun-y name of the product to the shapes of the gummies to their names to the faces and dresses worn by Sharapova in promoting it.
Pammy H 