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Joy of All Things Sweet
Dhampur Sugar Mills Ltd.
Rebranding | Positioning | Packaging
There’s a large part of the world that’s full of negativity and hatred. Let’s stop, take a moment and breathe. Try to be a little more compassionate. Just like a little sugar can change one’s mood, so can a few sweet words from the heart, add a little more sweetness to your life.
Established in 1933, Dhampur Sugar Mills is one of India’s oldest and largest sugar manufacturer. Its brand ‘Dhampure’ is the country’s first retail brand of packaged, sulphurless sugar.
With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring to communicate the brand's attributes of purity and joy.
Being a household name in every kitchen, it was also important to leverage Dhampure’s current market leader in the sugar segment by retaining the element of orange, a colour etched in Dhampure’s patronage.
The refreshed identity evolves from the old. A modernised Dhampure crest aspires to establish higher visibility across the range of products and competitors. The logomark, with its tall and slant-cut letterforms, is inspired by the very distinctive shape of sugarcane. Sugar has the power to bring excitement to life. The very idea of Dadi-Nani making ‘kheer’ sparks joy, even before one can taste it. The new packaging is a celebration of the joy that comes with all things sweet.
The illustrated patterns with traditional flourishes derived for each product based on the kind of sugar and its usage.