London-based design agency Pemberton & Whitefoord LLP has created the new logo and packaging for Nevsky Sugar Petersburg, which is said to be 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.

The agency was tasked to produce a brand identity and packaging design solutions that worked across nine SKU’s (varying in packaging formats and substrates), and which had to be “charming with strong standout 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,” says P&W.

The name selected, ЧУТОЧКА, translates to “a smidgen” and further acts as a cue to consumers that some products are portion-controlled.

“P&W’s packaging design solutions are vivacious and emotive, capturing the innocent joy of youth to evoke an emotional response from consumers. Charming animal pairings, unique to each product type, inject sentimentality. The illustrations are naïve in style, with stitching details. All pack facias feature natural illustrative elements such as flowers, leaves, birds and character interactions,” explains P&W partner, Adrian Whitefoord.

The three portion-controlled sugar options within the range are also claimed to help consumers make informed purchasing decisions, without the need to resort to artificial sweetener alternatives.

“The range is dynamic and uplifting, tapping into the consumer’s inner child. The design solution is like no other sugar brand in the Russian market; in a store environment, the bright packs stand out decisively from competitor brands,” adds Whitefoord.

P&W
www.p-and-w.com