ATC – All Things Communicate steps into a pink world with Pink Sugar
A trendy and playful graphic mood defines the Pink Sugar world, a brand owned by Selectiva (belonging to the Paglieri Group) and addressed to young consumers. ATC has designed the latest editions of its gift box.
- Packaging design
- Concept & Content Creation
- Below the line
- BTL
- Packaging
- POS materials
Every year at Christmas time, Pink Sugar launches a box set of products for consumers to choose as a gift idea, not only for Christmas but for all celebratory occasions throughout the year, both in Italy and abroad.
The graphic design on the packaging has to be appealing and attract the attention of the target audience, aligning with current trends and graphic moods while evoking a cool and modern party atmosphere.
ATC – All Things Communicate’s creativity was chosen to design the latest editions of the box for its sugary fragrance.
Neon graphics, a trend particularly liked by the target audience, was the visual concept ATC started from to design the 2022 edition of the box.
This stylistic choice aims to grab the attention of consumers and prospects in the stores, places the novelty of this pack under the spotlight, sets this version apart from the previous editions and, along with the glitters on the background, conveys its premiumness, indicating it as a perfect gift for birthdays and holidays.
The consistency with the brand identity and its signature elements (especially the colour pink and the hearts) is assured thanks to the heart-shaped neon that outlines the window and to the colour palette used.
The naming “Glowing Pink” supports a positioning on the international market, with a fresh tone of voice that links it to the Pink Sugar imagery and to the neon glow, which also suggests an added value for the buyer.
The graphic design was then adapted onto the three different versions of the box, that include respectively: eau de toilette and shower gel; eau de toilette and body lotion; eau de toilette, shower gel and body lotion in different sizes. The same visuals were then used to create counter display units containing single bottles of these products.
For the second edition by ATC, the graphic design has combined the pastel pink hues typical of the brand's visual identity with elements of various colours, for a rainbow effect with a strong visual impact.
The new concept, as suggested by the naming and the irregularly shaped window resembling a paint drop, tells about a 'search for pink' among the various shades. The central element frames the window with the products and creates a glittery rainbow that recalls the festive atmosphere of the Christmas season, without departing from the brand identity and an idea of 'party' suitable for any time of year.
Despite the new graphic approach and the new features used, the background of different shades of pink, the inside of the pack and the ever-present reference to 'pink' ensure coherence with the brand communication and continuity with the previous editions.
The creativity we developed for the 2024 edition takes Pink Sugar’s visual identity to its peak.
The ‘Pink is better’ concept emphasises the palette of pink hues, glitter and the iconic vortex element. The result is a sparkling design, inspired by the comeback of the maximalist 90s aesthetic, and the graphic layout directs the attention towards the centre of the pack where the products are placed, making them the main stars.
For this third year of collaboration, we also designed the creativity for the first Lollipink box set, one of the most recent additions to the brand's offering. The design developed is based on the floral concept that characterises the product identity, integrated into the creativity through the graphic elements placed on the pack and the naming ‘Let the pink bloom’.
