Sukar.com is the first private shopping club in the Middle East, providing invitation-only access to fashion, lifestyle and luxury brands at privileged prices. Sukar work with a roster of up-and-coming and established top brands in the women’s, men’s, children’s, beauty, and home fashion categories.
With a vision to become the biggest e-commerce company in the Middle East, as well as an integral part of the lifestyle industry, Sukar simple concept was to provide high-end quality products with discounted prices. Life style products presented on sukar online store as sales campaigns offering great deals to the members. Each brand have its own sales campaign running for 3 days only. These are limited in time and number of items! First come, first served! The prices for the products are far below the suggested retail price up to 70% discounts on top brands.
Sukar means “sugar” in Arabic, in the meaning of sweets, candy. The Arabic culture, is very generous. When friends get invited to each others houses, you will be offered sweets. Sukar is a gesture of friendship, of generosity, because you are special, you are part of a circle.
The branding of Sukar represent the core values of the brand. Intelligence, Integrity & Quality. The intelligent design of the logo was in combining of the Arabic and English Sukar words! This fuse was done with “mutual respect” for both, the letter “K” in the English word become inseparable part of the “Kaff” Arabic letter in the Arabic word. This was designed without affecting the originality of the Arabic & English typography and legibility.
Sukar brand also about luxury, privilege & quality, the overall look and feel shows that clearly, “not everyone had an access here”, the combination of the black and white, gold and bronze colours transcends Sukar members to that state of mind. A geometric shape was designed based on the “Sugar cube”, it function to position Sukar brand as life style and fashion brand, this shape was used in the backgrounds, iconography and as the main graphic device.