Lil Sugar
Expanding nutrition literacy through gaming, music, and storytelling
Writer, UX-writer, sugar taste-tester
Meet Lil Sugar
He’s a cute little bastard, who also happens to be a master of disguise, each one of them representing a substance that is, essentially, sugar, and some can be found in hundreds of products. Lil Sugar uses these disguises to break into food and wreak havoc in people's health. But now that his cover is blown, it's up to you to catch him hiding in plain sight.
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 he, in keeping with his Big Sugar persona, 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
