Sugar Wood

The Challenge

Sugar Wood is a dessert shop in Soho, New York City, known for sex-positive treats and a clientele that travels from around the world to visit. The business was preparing an investor fundraising round and a major push into digital advertising, and neither the brand nor the website was ready to support either.

The existing identity undersold the personality that made the shop famous. The website needed that same personality while still working for the much larger audience a paid advertising push would bring in.

The Strategy

We sharpened the existing identity instead of replacing it. The playful, slightly naughty tone customers already knew became the center of the brand, used consistently across every visual and every line of copy. That refreshed identity then set the direction for the website redesign, so the brand and the site read as one piece.

What We Built

• A refined brand identity that turned the shop's playful, cheeky tone into a consistent system for visuals and copy
• Updated brand collateral built for the fundraising round and the advertising push ahead
• A redesigned website with the refreshed branding front and center, focused on usability and engagement
• A faster, lighter site build, so the improved design did not come at the cost of load time

The Results

Sales increased 20% following the rebrand and site launch. Bounce rate dropped 15%. Site speed improved 30%.

Sugar Wood went into its fundraising conversations with a site that performed and an identity that finally matched the product.