ASR Group – Domino Sugar - Equator Design
ASR Group – Domino Sugar

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

INTER-GENERATIONAL APPEAL

ASR Group – Domino Sugar

LEVERAGING HERITAGE

LEVERAGING HERITAGE

ASR Group – Domino Sugar
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.

ASR Group – Domino Sugar
Next Project

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