Creative Agency: Pemberton & Whitefoord LLP
Partner: Adrian Whitefoord
Project Type: Produced, Commercial Work
Client: Nevsky Sugar Petersburg
Packaging Contents: Sugar
Packaging Substrate / Materials: Cardboard, plastic
London-based design agency Pemberton & Whitefoord LLP has designed a range of vibrant packs for Nevsky Sugar Petersburg, one of the leading brands in the Russian sugar market. Since 1996, the company has been a manufacturer and exporter of consumer sugar products.
P&W’s brief from the company’s Commercial Director was to design a new brand of products to help Nevsky dominate the mid-tier sugar market in Russia, whilst offering consumers portion-controlled options. P&W were tasked to produce a brand identity and packaging design solutions that worked across nine SKU’s (varying in packaging formats and substrates), which had to be charming with strong standout against competitors. The solution was required to tap into consumer’s psyches, reminding them of “the sweet innocence of childhood” (as phrased by the client). The brand’s primarily female demographic was identified as aged between 35-45 with their family’s needs considered paramount, particularly responsible sugar consumption.
The three portion-controlled sugar options within the range help consumers to make informed purchasing decisions, without the need to resort to artificial sweetener alternatives.
Natalia Gorshkova, Nevsky’s Commercial Director remarked: “This was our first experience with P&W, developing a line of sugar packages for the new ЧУТОЧКА brand. We enjoyed interacting with talented managers and designers. All P&W’s processes are aimed at a high result. We were offered and jointly implemented creative solutions at the highest professional level with great brilliance! Consumers and partners give the highest marks to the design of the new product. We are happy to have acquired P&W as a reliable partner. We hope for further fruitful work in solving new tasks.”
The name selected, ЧУТОЧКА, translates to “a smidgen”; the contemporary logo created is iconic yet is endearing, therefore in-keeping with the brand name and overall identity. The name also acts as a cue to consumers that some products are portion-controlled.
P&W’s packaging design solutions are vivacious and emotive, capturing the innocent joy of youth to evoke an emotional response from consumers. Charming animal pairings, unique to each product type, inject sentimentality. The illustrations are naïve in style, with stitching details. All pack facias feature natural illustrative elements such as flowers, leaves, birds and character interactions. The anthropomorphized characters include: bears, lions, foxes, owls, hippos and a rabbit. Where possible, the packs reveal the product through windows within the characters. Where not, illustrative interpretations of the product and characters interacting were created.
The packs have collectability and are impactful en-masse. Adrian Whitefoord, P&W Partner, commented: “The range is dynamic and uplifting, tapping into the consumer’s inner child. The design solution is like no other sugar brand in the Russian market; in a store environment, the bright packs stand out decisively from competitor brands. Our intention was to push the design boundaries to create an entirely ownable solution for Nevsky and we’ve certainly achieved this.”