Introduction
Taste & Smile: redesigning Tate & Lyle's sugar range to
communicate the Fair Trade message and emphasise the brand's warm
personality.
Challenge
It's not easy for a commodity product such as sugar to stand out
on the shelf but Tate & Lyle want consumers to know that their
sugar is special. Not only is it a Fair Trade product but it is the
only mainstream sugar brand made from pure cane rather than beet.
They asked us to create an identity and packaging design to
communicate the brand's unique credentials, heritage and
personality.
Solution
So many packs now carry the Fair Trade symbol that it can easily
be overlooked and its true meaning forgotten. We put the principles
and practice of Fair Trade at the heart of Tate & Lyle's new
branding and packaging design by depicting plantation workers in
action. Our stencil-cut illustration reinforces the Caribbean
connection as a reminder of the origins of this vital foodstuff.
Tate & Lyle is also a household name and a Great British Brand
so we dared to take a brave step and replace its distinctive logo
with Taste & Smile on every 4 th pack off the press. This
playful approach respects Tate & Lyle's stature whilst
inspiring instant brand recognition and affection. We injected a
little fun into this commodity and raised a smile in the sugar
aisle.
The success of Taste & Smile and the announcement of the Royal
engagement prompted us to make a special proposal of our own to
this valued client: a limited edition royal icing sugar pack to
commemorate the Royal Wedding. The Tate and Lyle brand team
enthusiastically grasped both the concept and the opportunity to
raise awareness of the company's heritage and Royal Warrant status.
The result is a very special pack, oozing warm-hearted charm and
personality, a reminder of the brand's impressive stature within
British culture.