Sweet Sugarbelle Product Launch

CLIENT - Sweet Sugarbelle

The Sweet Adventures of Sugar Belle is Callye Alvarado’s blog dedicated to sugar cookie decorating.
In 2016, Callye partnered with American Crafts to release her own collection of cookie cutters and tools.

MY ROLE - Art Direction, Illustration, Product Design, and Packaging

In 2016, American Crafts made leap into the “Food Crafting” market. Sweet Sugarbelle was their first brand in this new venture. As part of the team to develop products for this new launch, we knew we wanted to make something different that was already on the market. We took Callye’s unique approach of using traditional cookie cutters in non-traditional ways to develop a collection of “Shape-Shifting” cookie cutters. Included with each set of cookie cutters we included “recipe cards” and “shape shifting templates” so at-home bakers could easily decorate their finished cookies two to four different ways with each cookie cutter. (For example, a balloon could “shape shift” into a whale or a pirate, and a heart could “shape shift” into a dog’s face or a pair of love birds).

I personally oversaw the design and development of specialty cookie boxes with “stadium seating” to prop up and prominently display the finished cookies.

For Sweet Sugarbelle’s 2017 release, I art directed a line of new products that included edible paint palettes and stamp cookie cutters.