About Sugarpeel / Deliberately Considerate
Building a Brand and Publication from Concept to National Distribution
Industry: Digital & Print Publishing
Business Stage: Startup / Private For-Profit
Results
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Grew distribution to 300,000+ in the first year.
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Positioned Sugarpeel as savvy, informative, and visually striking, combining storytelling with product promotion.
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Collaborated with Terracycle / Loop, United by Blue, Merck, Gunas, Rittenhouse Spa, B Corp businesses, among many others.
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(See Deliberately Considerate)
Challenge
A new B2C / B2B concept dedicated to sustainability,
healthy living, socially and environmentally minded companies,
and women-led businesses lacked a comprehensive brand strategy
and publication identity.
Solution
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Developed Sugarpeel brand strategy, identity, and guidelines, including Deliberately Considerate publication for print and digital.
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Designed website, content strategy, and social media campaigns supporting brand pillars.
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Leveraged partnerships and media features
to increase awareness and credibility.
Distinguishing Insight
Sugarpeel illustrates how purpose-driven branding, combined with strategic marketing and publication design can rapidly build credibility, engage audiences intellectually and emotionally, and amplify a company’s mission.
A stylized grapefruit was chosen as the symbol for the combination mark.
“The grapefruit is rejuvenating – its considered light and sweet, fresh and tart, chosen to reflect lighthearted fun and content with a thoughtful purpose.
A digital content strategy and social media calendar was developed to promote sustained weekly social media posts – alternating between relevant quotes, insightful facts, and promotion.
Sample features / promotions
Brand Guidelines
How to:
Heat the agave on high and bring to boil. Add the aleppo and orange peel. Stir for 5 minutes. Allow to cool one hour. Strain mixture and pour hot water over strained pieces to maximize the flavor.
Add to jar and place in fridge several days before adding to mocktail.
Juice the grapefruit and lime and set aside.Add the aleppo and salt to a flat dish and mix together.
In shaker add the fruit juice, 1/4 cup agave mixture (use the extra for another time), and ice. Shake for 30 seconds.
Rim the top of the glass with a slice of lime then place the glass upside down on dish, thoroughly coating the rim with pepper and salt.
Pour cold juice and agave in short highball glass. Top with sparkling grapefruit water.
For garnish add a thinly sliced grapefruit. Sip and enjoy!!
Spicy Pamplemousse Grapefruit Mocktail for One
Ingredients
1/4 cup dried aleppo pepper powder
4 teaspoons salt
1 can grapefruit sparkling water
Juice from 1 fresh squeezed lime
Juice from 1 fresh pink grapefruit
Orange peel
1 cup agave syrup (you will use 1/4 cup for one drink)