JKR

Sugar is one of the ultimate commodities. Supermarkets tended to stock their own line, and then either Tate & Lyle or Silver Spoon – whichever gave the best deal. For shoppers however, sugar was sugar – nothing to engage with emotionally.

Make Silver Spoon stand for something, so that it becomes a brand rather than a commodity – something which is actively chosen.

A world of sweetness

We asked ourselves what a 'sweet' world might look like, and so came the idea for a forest of spoons, inhabited by happy butterflies and other fauna. We wanted to create a world consumers would like to step into, rather than a literal representation of the sugar's qualities.

Re-designed packs gave retail buyers an extra level of confidence in the brand resulting in an increased
trade presence.

The success of the re-design is best illustrated in the growth of Silver Spoon Half Spoon, a brand that had seen static sales in the years preceding the re-design. Sales are up 18.6% with no other marketing activity.