Whitworths Sugar

Whitworths sugar has been a kitchen staple for 100 years, but with big ambitions to reach even more cupboards, they were lacking in the eye-candy department. And how were they going to challenge the category leaders in such a competitive supermarket aisle?

Whitworths Sugar From Brandpoint London

The UK sugar market was mature and declining. It was defined by white granulated for use in a cup of tea, coffee or sprinkled over cereal; occasions when we were using less sugar because of concerns over calories. The brand leaders had not innovated for decades or explained the difference and benefits of between 10 and 15 types of sugar sold in in every store. Mary Berry and the Great British Bake Off had started a huge upturn in home baking within the market, we identified the opportunity for a brand that also loved baking and wanted to help novice bakers with a range of sugars designed specifically for them. ‘Happiness is Whitworth’s’ was
established as the brand purpose, with the aim of getting more consumers baking, enjoying homemade cakes and life’s simple pleasures. We rebranded the Whitworth’s identity, creating a brandbook and anthem, new packaging design structures and graphics for ranges of baking and everyday sugars as well as a consumer website. The new Whitworths re-brand gained significant new listings with the major retailers. This recipe for success went on to win a much-coveted Gold at the DBA Design Effectiveness Awards in 2016. As Mary Berry would say - not a soggy bottom in sight!
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London
Whitworths Sugar From Brandpoint London