Candy Cloud – brand strategy & creative direction

A full brand world for artisanal cotton candy that looks as good as it tastes.

Context
Candy Cloud is not your typical carnival treat. It’s a modern, design-forward take on cotton candy made for people who love bold flavors and even bolder visuals. The founder wanted something fun and fresh, but also elevated enough to live on packaging, streetwear, and social.
This brand was about nostalgia, but with a cool twist. A little dreamy, a little cheeky, and definitely made to be seen.

The Challenge
How do you turn cotton candy into a lifestyle brand?
The goal was to keep the joy of cotton candy alive but reimagine it for a visual-first generation. It needed to feel expressive and fun, but not childish. Something that would pop on a shelf, in a crowd, and all over Instagram. The brand had to feel cohesive across every touchpoint, from packaging and posters to merch and billboards.

The Outcome
Candy Cloud launched with a loud, lovable identity that made people stop and smile. I created a swirl pattern inspired by the motion of spinning sugar, paired with a juicy color palette and soft, bold type. The messaging leaned into daydreams and cravings, turning the product into a whole experience.
From the street to the shelf, Candy Cloud became a brand that’s easy to crave and hard to forget.

What I Did

Brand Identity
Designed the full identity system including the logo, color palette, typography, and signature swirl pattern. Everything was made to feel flexible, fun, and super visual.

Tone of Voice
Wrote playful brand lines that felt a little dreamy and a little daring. From taglines to packaging copy, every word was designed to add personality and spark joy.

Packaging Design
Created custom wraps, pouches, and take-home bags that felt special enough to gift and cute enough to post.

Creative Direction
Led art direction across all visual applications including merch, social, print, and outdoor ads. Focused on making sure the brand felt unified, expressive, and always ready for its close-up.

Role: Brand Strategist, Creative Director, Designer