Sweet Heritage

Client

ASR Group

Teams

Packaging
Photography
Illustration
Artwork & repro
Creative Roll Out
Design
Brand Strategy
Research

Office

Chicago

Sector

Food & Drink
Retail

A sugar brand with heritage dating back more than a century, Domino Sugar had retained a loyal customer base with its existing packaging for more than a decade. The brand had ambitions to attract new demographics to its products with a design refresh across all formats.

INTER-GENERATIONAL APPEAL

LEVERAGING HERITAGE

WAYFINDING ACROSS THE RANGE

Alongside the core palette, color was used to help consumers identify the exact product they need from within the range, with color cues for white, powdered, dark brown and light brown sugar. Our designers worked collaboratively with the production team to overcome the challenge of color consistency on varied substrates across the offer.

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