Haute Sugar Co.

Making couture concessions sound just as delicious as they taste.

Catered Concessions & Online Sweet Shoppe
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Product Descriptions
March 26, 2025

Case Study Overview

HERE FOR THE SHORT VERSION? YOU'LL fIND IT BELOW. WANT THE FULL STORY? CLICK TO NAVIGATE TO EACH SECTION.

The client
the client
A 90's kid's fashion-informed, sugary-chic, champagne bubble dream.
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the industry
the industry
Where cotton candy is for kids, and markets around nostalgia.
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the customer
the customer
Aesthetically motivated, trend-savvy, delightable, values self-care, pop culture enthusiast, excited by innovation, generous.
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the differentiator
the differentiator
Sugar = self-expression, and your choice of sweet is an extension of your personal style.
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the brand character
the brand character
Sketch London meets Willie Wonka meets Glossier, with a high fashion presentation and the ambiance of a French Garden in the Spring.
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the opportunity
the opportunity
To expand the brand's established and wonderfully immersive in-person experiences onto an E-Commerce platform, allowing customers to bring the Haute Sugar touch to snacking, celebrations, and "just-because" gifting.
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the copy
the copy
We created a story vignette for each product description, immediately immersing the customer in the world and vibe of Haute Sugar Co., and connecting a flavor to an aspirational experience the customer wanted to be a part of.
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the results
the results
Even with an ultra-specific brand voice, Haute Sugar could finally delegate the writing to someone other than their founder. Their attention to messaging made their leap into the world of e-Comm feel natural, and the brand experience and trust that they built with their in-person services transferred effortlessly to their new platform.
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Your brand isn't really a business - it's a character. It has its own challenges, values, motivation, and (wait for it!) lexicon. And when a dynamic brand character meets a dedicated brand storyteller? The result is the kind of messaging that your ideal audience won't be able to stop reading.
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Haute Sugar Co.

The Client

Where confection and couture meet and fall in love.

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Haute Sugar Co. is a 90's kid's style-infused, sugary-chic, champagne bubble dream.

They take all the treats you craved as a kid, and seriously up-level them for your adult self -- turning things like ice cream and cotton candy into edible accessories that look (almost) too good to eat.

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While they started as a catering service, when Savannah and Josh approached me they had just launched an online sweet shoppe of cotton candy puffs for celebrating, gifting, and self-spoiling.

meet them for yourself

COTTON CANDY

The Industry

Cotton candy is for kids.

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In the world of online sweet shoppes, marketing typically leans hard into nostalgia. After all, it's a treat that you used to have to ask your parents to buy for you. Other companies bank on the familiar experience of cotton candy and pair it with sophisticated flavors, or a custom color palette.

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COUTURE CONCESSIONS

The Differentiator

Sugar = self-expression.

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With packaging inspired by designers like Balenciaga, names pulled from your favorite early 00's songs, and puffs laced with good-for-you adaptogens, Haute Sugar is a celebration of the stylish adult you want to be.

The Customer

Aesthetically Motivated
Trend-Savvy
Delightable
Values Self-Care
Pop Culture Enthusiast
Excited by Innovation
Generous

The Brand Character

A haute and hip gal who always has the new-new.

Haute Sugar's brand character is impecably on-trend, and influences her friends and family to be too.

At brunch, she orders blood orange mimosas with a collagen powder upgrade.

She also definitely plays Backstreet Boys during her workouts.

tagline
Couture concessions for the stylish eater • Sugar never goes out of style • Couture concessions for the stylish eater • Sugar never goes out of style •
Couture concessions for the stylish eater • Sugar never goes out of style • Couture concessions for the stylish eater • Sugar never goes out of style •
Couture concessions for the stylish eater • Sugar never goes out of style • Couture concessions for the stylish eater • Sugar never goes out of style •
Couture concessions for the stylish eater • Sugar never goes out of style • Couture concessions for the stylish eater • Sugar never goes out of style •
Couture concessions for the stylish eater • Sugar never goes out of style • Couture concessions for the stylish eater • Sugar never goes out of style •
DEFINED BY
Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity • Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity •
Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity • Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity •
Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity • Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity •
Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity • Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity •
Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity • Exploration • Vicarious Celebration • Rejecting Complacency • Hard Work • Unconstrained Creativity •
INSPIRED BY
Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring • Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring •
Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring • Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring •
Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring • Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring •
Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring • Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring •
Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring • Sketch London • Willie Wonka • Vogue • Glossier • A French Garden in Spring •
Celebratory
Celebratory
VOL.1
Celebratory
Defined

Haute Sugar Co. feels like your stylish bestie cheering you on. These products are designed to mark meaningful moment's in a woman's life -- a marriage, a baby, a breakup, or a moment of friendship and self-care.

Our Approach

We kept the tone high-energy and included conversational asides that sounded like what you'd hear at a brunch date with a friend.

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Fashion-Informed
Fashion-Informed
VOL.2
Fashion-Informed
Defined

The "haute" in Haute Sugar Co's name refers to haute couture. Each product's packaging is based off the collection of an iconic fashion designer.

Our Approach

Because we're appealing to a fashion-forward, brand-conscious customer, we pulled language from fashion magazines like Vogue and included a direct "Currently Wearing" callout highlighting the style inspiration behind each bag of cotton candy.

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Tres-Chic
Tres-Chic
VOL.3
Tres-Chic
Defined

Savannah drew her brand concept from, where else? The south of France. It was important to her that nods to France and French asides made their way into the story we were telling around her products.

Our Approach

We set one of our product story vignettes in Paris, and garnished our language with some French words for flavor.

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Flirtatious
Flirtatious
VOL.4
Flirtatious
Defined

Haute Sugar Co's ideal customer is feeling herself, celebrating herself, and loves having a main character moment. So our copy did too.

Our Approach

We played with some tantalizing concepts and spicy censored language to keep the tone cheeky and light without it sounding too raw.

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They could finally delegate

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Before this, if Haute Sugar's ultra-specific brand voice needed to make an appearance, Savannah had to do the writing personally. Once her brand was articulated outside of her head, she was finally able to delegate.

A cohesive brand experience

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Thanks to carefully crafted messaging, the chicness, decadence, and playfulness their customers had learned to expect from their in-person experiences flowed effortlessly into their e-commerce platform.

Built-in trust and credibility

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Because they maintained a consistent brand experience, clients who already trusted Haute Sugar Co's reputation were willing to make a leap to an entirely new product.

The Conclusion

where they started

Savannah and Josh had an excellent sense of who their business was as a character, and why it was so distinctive. They needed vibrant product descriptions that brought you into an experience without sacrificing clarity.

what we did

Together, we dug deep into the story behind each product. We used the flavor combinations to evoke a time and place, and stole language from the world of high fashion, while channeling Haute Sugar's signature "It-Girl" voice.

why it worked

By using evocative vignettes instead of simply colorful descriptions, we created a world around each product that customers could easily visualize and wanted to join.

what they said

"Damn. I keep reading and it is better than I could've ever hoped for. Best product descriptions... ever."

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A SPECIAL NOTE

If you looked up "defying genre" in the dictionary, I'm pretty sure you'd just see a picture of Savannah, wearing pink plaid and waving at you.

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Savannah and Josh are consummate brand builders and chameleons. Every business in their portfolio has a unique imagination-capturing concept and ends up in a flawless immersive experience.

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(They're currently running a coffee shop in Tennessee and I think about booking a ticket to go visit it on a regular basis.)

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Savannah was one of the first clients who allowed me write bigger, bolder, and more outrageous and honestly? I think she got me hooked.

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This project is in my personal hall of fame, and I don't think it's going to be supplanted ANY time soon.

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Onward and upward, Hautie! 🍬🍭🍫