Sugar Plum Sweetery
04 / Overview
An identity and packaging system for a new Irish sweetery, built around the pleasure and imagination of chocolate.
Making room for a little wonder.
Problem
Sugar Plum was launching into a competitive market and needed a distinctive identity that could carry its ambition beyond the first shop.
Thinking
Bring a sense of wonder into the whole experience, from the brand story to the packaging and the shop itself.
My role
I developed the brand strategy and creative direction, working with the design team on the identity, packaging and retail experience.
What I led
I developed the strategy, visual identity, packaging and brand story, alongside signage, shop atmosphere and photography.
Result
A connected brand experience for the launch, with an identity that extends across products, packaging and retail.
Business context
Following its 2022 launch, Sugar Plum Sweetery grew its revenue from €480,000 in 2024 to €4.3 million in 2025, with its team expanding from 10 to 40 people. It was the overall winner of the 2026 National Enterprise Awards. My role was to develop the launch brand strategy and creative direction, working with the design team on identity, packaging and the retail experience.
