A Sugar Goblin illustration design with the book title and goblin sitting in a tree looking at houses in the distance.

The Sugar Goblin

A Halloween story inspired by the return of tricks for treats, The Sugar Goblin storybook and toy needed brand and design thinking to bring the story and concept to life. The end goal being for The Sugar Goblin story to show up in the homes of families during the Halloween season.

The Sugar Goblin the return of tricks for treats logo design used for book cover.
The Sugar Goblin packaging box design, book cover design and stuffed animal.
An opened packaging box with the Sugar Goblin stuffed animal and book inside, next to a backside view of the packaging box design.

Capsule created a custom cover and presentation book with The Sugar Goblin visual language, tone and voice to create a thorough presentation appropriate for these retail partners. The Sugar Goblin can now be found on the shelves of Barnes and Noble and online at Amazon.com and Target.com.

Four designs of the Sugar Goblin logo in brown and beige type and beige, brown and green background colors.
The Sugar Goblin book page illustrations and text designed on two tablet screens.


"Capsule believed in our idea and was engaged with it at a personal level from the very beginning. They got it, cared about it and extended relationships in their network to help ensure its success. The Capsule team approached this entire project with a thoughtful design perspective and helped us lower material costs, all the while meeting a very aggressive deadline and working on many different pieces. In fact, we were so pleased with their work and our experience that we hired their talents for our other ventures." — Michael and Crystal Boyle, Founders

The Sugar Goblin stuffed animal toy for branding.

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