Role: Creative Director, Copy

Services: Brand Positioning, Messaging, Product Naming, Product Copy, Web Copy, Visual Identity Systems

Client: Ronnie Shugar & Donda Mullis, Founders/Owners

Before Raw Sugar became the viral sensation it is today, I teamed with Raw Sugar’s Founders, and fellow Creative Director Joni Parenti, to help position the brand for success. (Wild success, in fact.) As is true for every startup, it was important to create a cohesive verbal and visual experience and highlight differentiators that would help the product(s) stand out on Target’s shelves.

The result of our initial strategy work was a shift to position Raw Sugar around the benefits and distinction of its ColdPress Technology© as well as develop a new voice for the target conscious consumer.

What you’ll see on the shelves of major retailers today, and all across the nation, is the result of our work. The brand copy, iconography, Sugar Notes, and visual approach we introduced gave Raw Sugar the character and presence it deserved—to go on and wow the world.