SABRINA CARPENTER SWEET TOOTH
Sabrina Carpenter partnered with us to create her debut fragrance, Sweet Tooth, translating her love of sweets into a beauty brand that felt playful, elevated, and unmistakably her. Inspired by the indulgence of chocolate, we created the brand's visual identity, packaging, and campaign creative, establishing an iconic foundation for the Sweet Tooth franchise. As the brand expanded, we developed social and digital assets for the Me Espresso and Cherry Baby flankers, ensuring a cohesive visual identity that strengthened brand recognition across the growing Sweet Tooth fragrance family.
the challenge
The challenge was to balance youthful whimsy with sophistication, transforming her love of chocolate and desserts into a distinctive visual identity and packaging system that would stand out in the crowded fragrance market and establish a strong foundation for her expansion into beauty.
The debut fragrance launched with a distinctive visual identity that immediately set Sweet Tooth apart in the celebrity fragrance category. By transforming the familiar form of a French chocolate bar into a collectible, premium bottle and extending the concept across packaging, campaign imagery, and retail experiences, the brand created a cohesive world that felt both nostalgic and elevated. The result was a highly recognizable launch that authentically reflected Sabrina Carpenter's personality, generated strong consumer engagement, and established a memorable platform for the continued growth of the Sweet Tooth fragrance franchise.
ROLE: CREATIVE DIRECTOR
AGENCY: JMD
PHOTOGRAPHY: AMBER ASALY, RYAN MONAGHAN
STUDIO: WHITE HONEY