Sugar Plum

Branding the sweeter side of Plum.

@ Wildern

Sugar Plum


  • Brand Direction
  • Packaging
  • Print Design
  • Social Media
  • Signage

Software Used

  • Sketch
  • Illustrator
  • Photoshop
  • After Effects
  • Indesign

Project Timeline

  • 15 months & ongoing


Sugar Plum, a plant-based sweet shop owned by Seattle’s premier vegan chef, Makini Howell, needed a cohesive, light-hearted brand to showcase all that the sweeter side of Plum Restaurants had to offer. Additionally, she wanted to increase community engagement through social media and events.


Wildern wanted to create an immersive brand experience across multiple touch points as well as introduce Sugar Plum ice cream as a brand that could live outside of the brick and mortar store via pop ups and restaurant locations. As a designer on this project I created all marketing assets for monthly tastings and events. I designed seasonal packaging and consulted on interior design for the shop. I assisted in content strategy, including photoshoots and created animations for Sugar Plum’s 4k follower Instagram.

Sugar Plum

Solution Establishing the Tone

The brand of Sugar Plum needed to extend far past the logo. In order to create the most cohesive experience, we developed style guides for all touch points of Sugar Plum including in store packaging, style of treat decoration, photography style, tone of voice, social media strategy and content.

Sugar Plum
Sugar Plum

Solution Flavor of the Month Campaign

To inspire continual community interest, we created a Flavor of the Month campaign that highlights a new soft serve flavor created by Makini. This flavor served as the inspiration for the hard scoop flavors as well as the theme of the social media campaigns. We created a large scale poster to hang in the window of the Sugar Plum shop and created custom menus for a special 6 course monthly tasting party hosted by Makini. For those who couldn’t make it to the intimate 10 person party, we documented the event and each course via instagram stories.

sugar plum
Sugar Plum
Sugar Plum
Sugar Plum
Sugar Plum
Sugar Plum
Sugar Plum

Solution Seasonal Packaging & Treats

Finally, what better way to celebrate the holidays than with specialty Sugar Plum cookies?! It was important to package the cookies in a way that was easily giftable. We created custom illustrations and 3 distinctive color ways to make it simple for the kitchen to pack the cookies according to allergen and flavor restrictions. To promote the tins, we created digital and print campaigns that were celebratory within the style we created for the holidays.

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