    CASE STUDY FOR Sugartown Toys
  
    Retail
  
    Bury St Edmunds, Suffolk

Sugartown Toys is an independent toy shop in Bury St Edmunds, created to bring thoughtfully chosen toys and a little everyday magic to the high street. We worked with founder Jo to build the brand from the ground up, rooted in the character of the town and the joy of play.

What we did:

Brand strategy
Brand identity

// Photo by Emma Ratcliffe. Video by Highly Social. Sign painting by K Harper Signs

Inspired by Bury’s lesser-known nickname, Sugartown, and its sugar beet factory, we created an identity with a story at its heart. A characterful sugar beet mascot brings this local connection to life, paired with playful typography, bold colour and a touch of retro charm.

The result feels nostalgic yet fresh, balancing childhood wonder with a considered aesthetic that appeals to grown-ups as much as little ones. More than a toy shop, Sugartown is a welcoming space where families can discover something new, adults can reconnect with their own sense of play, and the local community can come together. A distinctive brand rooted in Bury, with plenty of room for new memories to be made.

“She just ‘gets it!’ I’m so thrilled with the outcome”

“Bryony did a fantastic job on my business’ branding; she took the time to really understand the business and all of my ideas. She just took all of the information in and produced the most perfect branding that just completely aligned with the business and my vision. She just ‘gets it’! Working with Bryony was also a total dream; she was efficient, professional, and kept me abreast of where she was in the project timeline. I am just so thrilled with the outcome and would absolutely recommend Shiift Creative to anyone!”