The design concept of a spoon on a nose to capture the innocent joy of a trick we all remember from our childhood. It is a visual look that evokes a familiar, happy emotional response with potential consumers.
The face drawn in sugar give the brand a popular appeal in keeping with it's 'for everyone' positioning and competitive price point.
The naturalness and informality are reinforced by the sugar 'face' and being able to see the real product through the 'Enjoy' window.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We were asked to create a new brand for Silver Spoon for people wanting to reduce their sugar intake but with the benefits of real sugar.
This concept emphasised the positive aspects of the product - 100% taste, 100% natural and 33% less calories. The brand name - Enjoy - captures the positive attributes of the brand, with none of the guilty feelings.
OPERATION / FLOW / INTERACTION:
People want to eat less sugar but don’t want to make the compromise that comes with the currently available sweetener products. Our task was to create a successful new brand for Silver Spoon that lets people reduce their sugar intake but gives them all the taste and physical benefits of real sugar. Already with 99% sugar, with less than 1% of natural stevia extract you can eat one third less for the same sweetness.
PROJECT DURATION AND LOCATION:
The concepts were created towards the end of 2014, London, United Kingdom
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Concept for sugar packaging
SPECIFICATIONS / TECHNICAL PROPERTIES:
While retaining familiar sugar pack formats to reinforce the connection to 100% sugar, we would use a new substrate to give the pack a more soft-touch and contemporary feel.
Concept, packaging, food, sugar
Creative concept: against a category convention that says less calories equates tp less taste and less natural, we aimed to amplify the win-win-win of the proposition: 100% taste, 100% natural, 33% less calories. Captured in the name Enjoy, this brand is about enjoying the benefits of real sugar but with none of the guilt. This is sweetness you CAN celebrate!
TEAM MEMBERS (3) :
Creative Director: Paul Williams, Designer: Rob Wilde and Illustrator: Stuart Witter
Springetts Brand Design Consultants, 2015.