Incredo Sugar by DouxMatok is a sugar reduction solution that provides up to 50% reduction of sugar in food and snacks, with no compromise to the taste or the level of sweetness. Check out our sweet (get it?) branding for them.
The strength of Incredo Sugar lies in it being the real thing - sugar, exactly as we know it, only less of it. From that realisation the brand strategy was born - Real Happy Sugar.
Real, because it’s the real deal, and happy because we can consume less of it, helping us get rid of that guilt we feel every time we grab something sweet to eat.
We wanted a visual story that echoes the joy of consuming real sugar. We started looking at the shape of sugar canes and created an illustrative language that mimics that shape. The goal was to make everything fun, tasteful, almost as if taken out of a frame from Charlie and the Chocolate Factory. The color scheme is a vibrant and colorful one, but using crafty color tones to express that joy of sweets that are natural and are made from real ingredients.
We whipped up over 200 icons using sweet elements and natural ingredients to equip Incredo Sugar with an expansive toolbox of visual assets.
We shaped a photographic language that focuses on sweet indulgences and evokes tastiness. We designed illustrative backgrounds with flying elements to help unify the photographic look with the rest of the visual elements.
Once we had all the visual elements in place we set to create a wide range of designed assets starting with the company website. We designed the new website, equipped with a store for ordering products. fun-facts area on sugar and even infographics got a sweet twist to help deliver across the information in a way that's both interesting and on-point with the brand strategy.
We continued to create various assets such as a welcome kit for interested customers with branded spreads, various marketing materials, sugar packages and more.
A branding project that celebrates sugar has to move to evoke the feeling of happiness. Everything from the typography to the iconic assets were equipped with motion guidelines that help set the rules and tone of the brand in motion. Once we had all our moving assets we animated and edited an intro video to get people more familiarized with this amazing product.
Netflix even aired an episode about Incredible Sugar that you can check out at home.