Brand identity for a Gen Z makeup brand

M — N Associates created Sugarplum’s bold, playful brand identity for a clean, vegan, cruelty-free makeup label aimed at expressive Gen Z consumers. Founded by Vietnamese beauty influencer Chang Makeup, the brand positions cosmetics as a form of self-expression and confidence. M — N Associates developed a distinctive strategy built around a stretched logotype placed across lipstick packaging, plus an organic heart symbol inspired by lipstick shapes. In collaboration with ABC Dinamo, the studio also developed a custom typeface, Sugar Ginto Nord Black, echoing the product form. The verbal and visual direction leans into social media culture, relatable wordplay, and authentic customer imagery to build trust, personality, and standout shelf presence.