The key concept of the new Pink Sugar pack is based on neon

This year’s Pink Sugar box starts glowing with ATC – All Things Communicate

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.

  • Packaging design
  • Concept & Content Creation
  • Below the line
  • BTL
  • Packaging
  • POS materials
year 2022

This brand chose ATC – All Things Communicate to design and create this year’s edition of the pack containing its sugary fragrances.

In developing the concept, neon was chosen as inspiration because it’s a graphic trend particularly liked by the target audience. 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.

The Pink Sugar box in its different sizes and the counter display unit.