Brugmannlaan 12A, 1060 Sint-Gillis, België

Design: DesignRepublic
Location: Belgium
Project Type: Produced
Client: Zusto
Product Launch Location: Europe
Packaging Contents: one2one alternative to sugar
Packaging Substrate / Materials: Aluminium

Zùsto, the 1:1 alternative to sugar.

Zùsto is a full fledged substitute for sugar, intended for home bakers, professionals and diabetics, with 75% less calories.

DesignRepublic was approached when the product was still in its development phase. We wanted to reflect the endless variety of applications of the product and that is why we have used a messy, actionpaint-like background. As in action-painting, the action, the gesture of the making is the starting point… just like in cooking.

We also helped with the naming: ‘Gusto’ in Italian is ‘taste’, in English ‘Gusto’ means ‘doing something with enthusiasm’, and we replaced the ‘G’ by the ‘Z’ of ‘zoet’, which is ‘sweet’ in Dutch.

Zùsto = Gusto with a ‘Z’

What’s Unique?
The challenge was to create a brand & a name & an attractive packaging for a product that is revolutionary and completely unknown at the moment of its launch. The name Zùsto reflects the sweet side of Gusto, the action painted background reflects something pretty revolutionary, and Zusto the Zmarter choice adds some pleasure to there brand.