Award-winning brand identity and packaging design for a leading sugar manufacturer, combining portion-controlled innovation with nostalgic, family-oriented appeal to dominate the mid-tier sugar market.
In 2017, Nevsky Sugar Petersburg, a top sugar producer and exporter since 1996, commissioned P&W to create a new brand to win share in the Eastern European competitive sugar market. The objective was to launch a portion-controlled sugar range appealing to women aged 35-45, with designs that would deliver shelf standout, reinforce responsible sugar consumption and connect emotionally through the theme of “the sweet innocence of childhood.”
The brand name ЧУТОЧКА (“a smidgen”) was expressed through a contemporary yet charming logo that reinforced the brand’s positioning. Vibrant packaging showcases collectable animal characters such as bears, lions, and owls, illustrated in a naïve stitched style with natural motifs like flowers and leaves. Product windows or illustrated cues add visual engagement, while portion-controlled SKUs promote healthier consumption. The cohesive visual identity works seamlessly across all SKUs and formats, maximising brand recognition and in-store impact.
The bright, dynamic packaging design set ЧУТОЧКА apart, creating a distinctive and ownable consumer brand. Its creativity, collectability and functionality have made it a benchmark in FMCG packaging design, proving that strategic branding can drive lasting consumer connection and market success.
We enjoyed interacting with talented managers and designers. All P&W’s processes are aimed at a high result. We are happy to have acquired P&W as a reliable partner. We hope for further fruitful work in solving new tasks.
