Sucker

Sucker set out to make sustainability stylish; introducing a range of reusable glass straws that offer a classy, eco-friendly alternative to single-use plastic. The brand needed to stand out in a crowded sustainability space with a look that felt playful, polished, and just a little cheeky.

The reusable straw market was already saturated with plain, utilitarian options.

Sucker needed to prove that sustainable could also mean beautiful – that eco-conscious design could have personality and flair. The goal was to create a brand that felt collectible, confident, and distinctly its own, while keeping the story rooted in everyday sustainability.

Beautiful and cheeky, the brand draws on patterns from crystal cocktail glasses. Dainty fine-line illustrations are paired with bold, looping hand motifs that nod to the brand name and add movement across packaging and campaign assets.
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Photography is filtered through glass overlays, playing with distortion and light to mirror the curved shape of the straws themselves. The result is a confident, cohesive identity that feels elevated yet approachable – a playful wink at the brand’s name and ethos.

Sucker quickly became a recognised brand in New Zealand, carving out a strong presence in the gifting space. The products were stocked in stores across New Zealand and Australia, becoming a go-to sustainable gift item for design-conscious consumers.

By 2025, after nationwide success and strong retail uptake, Sucker was sold – a testament to how bold branding and thoughtful design can turn a small idea into a standout business.