London-based design agency Pemberton & Whitefoord LLP has designed a range of vibrant packs for Nevsky Sugar Petersburg, one of the leading brands in the Russian sugar market. Since 1996, the company has been a manufacturer and exporter of consumer sugar products.
P&W’s brief from the company’s Commercial Director was to design a new brand of products to help Nevsky dominate the mid-tier sugar market in Russia, whilst offering consumers portion-controlled options. P&W were tasked to produce a brand identity and packaging design solutions that worked across nine SKU’s (varying in packaging formats and substrates), which had to be charming with strong stand-out against competitors. The solution was required to tap into consumer’s psyches, reminding them of “the sweet innocence of childhood” (as phrased by the client). The brand’s primarily female demographic was identified as aged between 35-45 with their family’s needs considered paramount, particularly responsible sugar consumption.
The name selected, ЧУТОЧКА, translates to “a smidgen”; the contemporary logo created is iconic yet is endearing, therefore in-keeping with the brand name and overall identity. The name also acts as a cue to consumers that some products are portion-controlled.
