The objective of this projects was to create new branding identity for Sugar & Spice - a striptease club where girls dance for girls. Sugar & Spice has a very clear USP and it's very tempting to express it in the branding. But that's not the way to go. We should have it clear that, even if it's one of the club's main characteristics, it's not a value by itself. Sugar & Spice is't better than its competence because no men are allowed in the club - first of all, it's better because it's a great place. The new logotype is modern and classic at the same time - Sugar & Spice, isn't it?