TBU unveils new design for SIS Sugar

TBU's task was to maintain clear differentiation between the products – fine grain white sugar, raw sugar and brown sugar – while ensuring that they would fit together as a family. The new packaging of SIS Sugar is instantly distinguishable in the aisles with its bold brand blocking and vibrant colours, the agency said.

TBU has also worked on developing the brand’s positioning. While research showed that a lot of consumers were unaware of the varieties and unique qualities of each sugar, identifiable illustrations and graphics that provide key indicators for either everyday use, baking or cooking have now been provided in the new packaging design.

Joseph Toh, general manager, sales and marketing at SIS Sugar, said the brand was enjoying a strong partnership with TBU. “Even though the project was on a tight timeline, TBU delivered brand messaging and visuals that we felt were well integrated and had the emotional connection with our customers. We are very excited at this stage to see the campaign executed on the various medium envisaged,” he added.