The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
2 votes

London-based design agency Pemberton & Whitefoord LLP has designed a range of vibrant sugar packs for Nevsky Sugar Petersburg, one of the leading brands in the Russian sugar market. P&W’s brief from the company’s commercial director was to design a new brand of sugar products to help Nevsky to dominate the mid-tier sugar market in Russia.

P&W was asked to design a memorable, innocent brand identity with strong standout against competitor brands. The solution had to tap into consumer’s psyche, reminding them of “the sweet innocence of childhood”.

The brand name selected, ЧУТОЧКА, translates to “a smidgen”; the contemporary logo created is iconic yet is endearing and innocent, therefore keeping with the brand name and overall identity. The agency created endearing animal character pairings and placed them against vibrant colour backgrounds, unique to each product type, injecting sentimentality into the design. Where possible, the packs reveal the sugar through windows within the characters.