Lil Sugar
Hidden sugar is everywhere. Most parents have no idea how much is hiding in their kids' food. And lecturing kids about nutrition doesn't work.
So we made a villain.
Creator, writer, UX-writer, sugar taste-tester
He's a cute little bastard and a master of disguise, hiding in plain sight across hundreds of everyday products under names most parents can't pronounce. Lil Sugar uses his disguises to sneak into food and wreak havoc on kids' health. But now that his cover is blown, it's up to you to catch him.
Meet Lil Sugar
Music video
Rap legend Darryl “DMC” McDaniels of RUN DMC helped us introduce Lil Sugar and expose some of its disguises.
Mobile App
We created an app that gamified vital health information for parents and kids.
We also created a personal insta account for the lil guy where, in keeping with his Big Sugar persona, he trolls the “anti-sugar snarks” and spreads misinformation about sugar.
Website
We also created a website that works as a hub with nutritional information.
Character design
