A Clear Vision of Sweet Success.
Few consumer products on the shelf today taste as good as they look, and Banah Sugar and its products located in Miami, FL was no exception. Banah Sugar was missing “the sweet spot” with an outdated company logo, outdated collateral and outdated package design that failed to connect with consumers. Banah Sugar needed new packaging design for their new line of “Liquid Sugar” that works well for iced teas, coffee, baking…and everything that requires sugar. Included were infused various flavors and a division of organics as well.
Sugar, its derivable and its taste have not changed much over the years; but with stiff competition from other brands like Sugar in the Raw®, Domino® and Crystal® just to name a few, it’s important to stay current on store shelves and beyond. Under new management headed by Yurek Vazquez, Banah’s CEO, rebranding the company and packaging of its products were immediately labeled as top priority. Our initial task was to sit with Mr. Vazquez and map out the blueprint for the company’s new identity, mission and vision of its line of granulated and liquid sugars. All materials from stationery to package design (and everything in between) were outdated and in need of major updates.
With the holiday season in sight (time of year where most sugar is consumed) and an important trade show around the corner, we quickly began working on the company’s new logo, colors and fonts. We then tackled the rebrand and package redesign for their liquid sugars line of products.
So how do you design for sugar, a basic pantry item that is price point driven? Our brand makeover was natural, organic, cheery, upbeat, with clear packaging and design through new logo, colors, fonts and images. After presenting various approaches, they happily chose the bottle shrink-wrap treatment. Sugar is a pantry necessity, it’s price point driven so our goal was to show the beauty of the product by keeping the delivery simple.
“Thank you for your hard work and dedication”. -Yurek Vazquez, Banah Sugar