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Strategic Brand Positioning & Identity Design
A full brand identity redesign and comprehensive marketing strategy for Sugar & Slice, focusing on creating a brand that resonates with their target audience and stands out in a competitive market.
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Sugar & Slice, a well-established business, was transitioning from a B2C model to a B2B approach under new ownership.
Sugar & Slice, a well-established business, was transitioning from a B2C model to a B2B approach under new ownership. The goal was to re-establish itself as a premium B2B partner while preserving its original essence. This project involved a complete brand overhaul, including a new logo, visual identity, and comprehensive brand guidelines. Alongside the rebranding, we developed a strategic marketing plan to align with the business’s new direction. The transformation also included the launch of a Shopify e-commerce site, built to support B2B transactions with an optimised user experience. Working within an agile framework, I collaborated with a UI designer and Shopify developer to ensure a seamless and scalable digital presence. The result was a refined brand identity and a robust e-commerce platform that positioned Sugar & Slice for long-term success in the B2B space.
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The project embraced a collaborative and agile approach, integrating Scrum methodology with weekly Sprint Planning and Review to ensure continuous progress and adaptability. Design thinking remained at the core, allowing us to deeply understand the new owner's vision and strategic direction while refining the brand identity to resonate with the B2B market.
Working closely with the owner and an offshore Creative Designer, we first established Sugar & Slice’s core values, mission, and vision. This discovery process helped align the brand with its business-focused transition. Using Sprint Planning, we structured iterative development cycles, ensuring that branding, design, and e-commerce components evolved seamlessly. Regular Sprint Reviews allowed for real-time feedback, ensuring that the Shopify e-commerce platform was optimised for B2B transactions while maintaining a strong visual and user experience.
From this foundation, I developed a cohesive brand strategy that positioned Sugar & Slice as a premium B2B partner. The new logo and visual identity reflected the company’s professional shift while retaining its creative essence. Paired with a strategic marketing plan, this provided a clear roadmap to attract and convert business clients. The iterative approach meant that the Shopify store was continuously refined through feedback loops, ensuring an intuitive, scalable, and conversion-focused B2B platform.
The result was a brand identity and e-commerce experience that empowered Sugar & Slice to confidently enter the B2B market, enhance brand recognition, and engage with its ideal business clients—leading to increased customer loyalty, stronger positioning, and sustainable growth.
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