The Challenge
Valorize sugar through a product innovation going beyond just convenience.
Bring modernity and a strong personality to a well know range.
Translate the brand positioning based on sugar expertise and know how into consumer benefits: pleasure, family, proximity, fun.

The Method
Brand audit. Benchmarking of markets with similar issues. Research on the expression of indulgence and fun.
One day creative workshop: deconstruction, analysis, reconstruction of the brand codes and expression.

Results
3 expressions of the brand positioning, with the development of the brand language.