Illovo, South Africa's leading syrup brand, needed an update to their packaging range. The purpose of the update was to introduce syrup to a completely new market, without alienating its strong existing customer base.

The simple truth was that most South Africans didn't use syrup, or even know how it tasted. For this reason, it was important to show clear usage for each variant, as well as create a flavour descriptor that could be carried through to an education campaign.

The 'Golden Sweetness' descriptor was added to each bottle, situated above a clear usage visual, like pancakes, toast, ice cream or waffles.