DanSukker Sugar Packaging
The old packaging:
The visual design of the old pcakaging was basically a pure and fresh design, but over the years it had lost a lot of the aspects that once made it more unique to other competitors. First and foremost food aesthetics generally had increasingly embraced the same expression. In addition, paradoxically, the focus of sugar in the photo was giving a more negative associations than positive, given how the media image of sugar was portraid. One possible way to change how the buyers view the brand was simply to change the focus on how we say sugar on the packaging. Less appointing associations to the product and more focus on naturalness and scandinavian feeling which underpin the natural, healthy and clean.
The visual design of the old pcakaging was basically a pure and fresh design, but over the years it had lost a lot of the aspects that once made it more unique to other competitors. First and foremost food aesthetics generally had increasingly embraced the same expression. In addition, paradoxically, the focus of sugar in the photo was giving a more negative associations than positive, given how the media image of sugar was portraid. One possible way to change how the buyers view the brand was simply to change the focus on how we say sugar on the packaging. Less appointing associations to the product and more focus on naturalness and scandinavian feeling which underpin the natural, healthy and clean.
The new consept directions and final design:
Below you will see the old packaging as well as the different consept directions presented to the client. The final design expression was not our prefered choice. We would have liked to go for the Nostalgia 1 direction with the botanical images, but unfortunately the client chose to go for a facelift rather than a totally new and fresh look.
The old sugar packaging
Concept 1: Natural
Concept 1: Natural, packaging sketches
Concept 2: Nostalgia 1
Concept 2: Nostalgia 1, packaging sketches
Concept 3: Nostalgia 2
Concept 1: Nostalgia 2, packaging sketches.
Concept 4: Tradition
Concept 4: Tradition, packaging sketches alternative 1
Concept 4: Tradition, packaging sketches alternative 2
Concept 5: Facelift, alternative 1
Concept 5: Facelift, alternative 2
Final and chosen design direction
This packaging was created at Scandinavian Design Group.
Credits:
Scandinavian Design Group:
Designers: Anne Marit Brenden, Tobias Apelgren
Account Manager & Stratigic Adviser: Evelyn Wulff, Trine Lise Knutsen
Account Manager & Stratigic Adviser: Evelyn Wulff, Trine Lise Knutsen
