Sugar Case Study






Sugar is one of the greatest fashion retailers in Italy. Beppe Angiolini, founder and head of the Italian chamber of fashion buyers, wanted to enter the digital world from the main entrance.

In collaboration with Creative Director Macs Iotti we developed from scratch the new SUGAR digital identity, the online store as well as editorial and social media strategy.


Two main goals of the projects:

1. Building the Online store
-> ready to face the international competition starting tomorrow

2. Gaining Brand awareness of the SUGAR Brand
-> Quantitatively: by reaching all the possible segments allowed by the digital touch-points. Qualitatively: by transferring the SUGAR brand credibility from offline to online.




The basic idea behind the Architecture is the connection between two worlds that live and talk each other: the store, with catalogue and product pages, and the journal, which is the editorial area.

The home page of the store links to the editorial content of the journal and viceversa: the journal content can link to products and catalogue.

Wirferames IA & Components Breakdown.png

The stakeholder had a very visual / graphic sensibility and low digital experience, so all the deliverables and presentations were designed and developed with this in mind.


From a strategic POV during the first stage of the project the brand digital positioning came first than revenues. This affected the way we thought about the whole release of features and Art Direction.

I usually translate these guidelines into a visual brief for the team. Starting from here the preliminary ideas are then discussed and developed. In this case I remarked the idea that during this stage we should keep the features at minimum and focus on style, discoverability and understanding. 


This preliminary work translated into two proposals, that will bring to different approaches into the creation of the whole creative direction and content.


Editorial Direction

The first we called “Editorial” was more eclectic, garment focused, web magazine oriented e traditionally fashionable. Visually the whole layout is covered by a patchwork of editorial images, no pure still life, every image is stylished and in context.


Conceptual Direction

The other direction is the “Conceptual” one. It's a more arty, inspired by the visual communication of the Japanese designers of the 90’s like Comme Des Garcons, minimal, abstract, experimental, intellectual in its way.

It is visually is dominated by white space, models looks like frozen in time, very serial, very cold. The homepage looks like a visual essay: a mix of images that links to categories or to the journal. Even the copy is provocative in its own way.






The content creation format we developed is based on different themes. Each theme has an hashtag. Each piece of content created is delivered on the Journal Section (now called: "No Sugar, Please”), Instagram and Facebook.

The content produced is gathered into 7 themes: #Sugar #SugarTrade #SugarBaby #HeySugar #SugarBeet #SugarFactory #Sugarism.



We created detailed guidelines of how the content is created and released on the Journal and on the social media, in terms of Identity, Copy and Aesthetics. 


The content is highly visual, basically videos or images with few descriptions. We selected a bunch of young international artists and photographers to create this kind of mood content.   


© Luca Campri, Piotr Niepsuj, Francesco Nazardo


Workflow & Governance

We structured the team that will create, edit, release and archive the content. The team hierarchy, the process, the communication and the editorial plan.  


Preliminary schemes of Naming System for content archive, Weekly schedule for content distribution, Monthly schedule pattern (Scheduling is flexible and will be adapted in line with special needs and moments during the year such as sales or events)



As the stakeholder decided for the most avant-garde proposal, the conceptual one, we moved from that to push it forward. After a few reworks, we developed the visual concept into something less futuristic and again more 90’s fashion oriented.




A more traditional Trade Gothic took place of the previous Akkurat + Simplon BP mono. We also took a pretty radical leap in choosing to go all capital letters.

Hierarchy and Readability are reached through white space and the alternating between Bold (for normal text) and Condensed Bold (for titles).



Mood Images were made bigger in order to reach a more wallpaper / poster feeling.



Inspired by a large scale study by the Baymard Institute and given the experimental nature of the project in this first stage I opted for an inline filtering and sorting menu: it allows more horizontal space ad performs better when filters are limited.  


The Final Layout

Visually neat and bold, very clear and simple it's dominated by the contrast between the use of white space and and large mood images on the opening experience and the journal section.  


The project is now in the development stage

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