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Packaging Design
THAT SUGAR BRAND




The sugar packaging for THAT SUGAR BRAND was inspired by my personal obsession with collecting sugar packets. I have many from across Europe and became fascinated with them while in Italy, as they were like tiny pieces of art. I used this as a springboard to incorporate my older photography from different countries into the design. To mimic the texture and abundance of granulated sugar inside, I applied halftone dots to my images.



The aim is for the designs to be special enough for others to think, I’m going to keep this—just as I once did. There are five different packages, each featuring a unique photograph, encouraging customers to collect them all. Sugar is often associated with energy, passion, and sweetness. Therefore, I used bright, powerful colours to convey a sense of vibrancy, playfulness and alertness. I also considered how other brands design sweets within packaging and how sugar brands present themselves. I found that many sugar packaging designs had a vintage aesthetic, so I wanted to challenge this with a modern feel, using bold colour choices, structured layout and contemporary typography.





I created a punchy, snappy Instagram AD graphic which can also be posted on other platforms to promote the Sugar brand. The aim is to get the general public to send in their own photographs to be featured on the packets through contacting the brand via Instagram. Using the same consistent brand identity within the bold colours and harsh simplistic typeface in order to push personality. This is then further alluded to in the Instagram social media carousel posts, showcasing the existing photography along side personal, hopefully relatable quotes. The social media posts also contain more information and instructions on how to send in your photographs.

It was important for this brand campaign to feel personal and draw attention to the mundane. Using quotes from supposed consumers on posters to create an extra feeling of connection between the brand and potential new buyers. I imagine these posters up around all different types of cities, providing little information so that the viewer has to seek it out themselves and engage, gaining traction for the brand and hopefully new buyers. I also wanted to create something that isn’t an obvious advertisement, something an average person could photograph passing by and share, leading to further free exposure.