We were tasked with bringing the Sugar Pink brand identity to life for AW17, and what better way than with a roller disco party, milkshakes and all the sequins a mini-fashionista could wish for? Maybe not what you’d typically expect from LACED – but we like to keep people guessing.
We wanted to create dreamy, beautifully feminine imagery that captured the imagination, independence and carefree spirit of our Sugar Pink girls.
From concept and casting through to shoot and video production, art direction, post production and retail design, we loved every aspect of this awesome LACED JNR project. We also designed the new season lookbook, creating an engaging brand story to establish the Sugar Pink tone of voice as well as the visual identity.