The UK has seen a war waged against sugar for the last decade or so – and rightly so!
Because the giants of sugar production historically made sugar that was overly refined, artificial, and Stripped of all goodness and flavour. The sugar that we have been eating was made as bad for us as it possibly could be and something needed to change.
But sugar, when made well, has positive sides too. The natural, raw, plant-derived ingredients of Bonraw
Organic Sugars actually provide important nutrients that help to support the immune system. Low G.I sugars can help people to manage Diabetes. And that’s before we mention the best thing about ‘good sugar’ – the fact that it’s delicious and allows us to make an endless array of baked treats!
Intertype Studio’s ‘Bake-off’ obsessed nation sees the joy of sugar too. It has the power to bring a moment of happiness, a much- needed break from the pressures, stresses and strains of modern life.
So, Intertype Studio rebuilt the Bonraw brand from the ground up. They made the hummingbird (the collector of Nature’s sweet) into a powerful icon for the brand – the perfect, playful symbol for our brand purpose; to bring the joy of sugar back into peoples’ lives.
With every aspect of the new brand, Intertype Studio redefined what it means to be sweet. Bonraw is Good-Sweet.
The project began with our creative strategy, which defined our brand manifesto and informed all of our copy writing, both on pack and for all of the Brand World touchpoints.
Intertype Studio designed the Bonraw logotype and hummingbird icon, which became the star of our range of pack designs. The brand previously had only 3 variants – we took that to a new range of 19 packs. Our new portfolio architecture for the range meant splitting the range into two: Organic sugars Vs Natural sweeteners. Our labelling system makes navigating the various sugar types simple and easy. We also created a set of icons for each pack that explains the nutritional benefits of the sugars, and a flag- inspired set of symbols for transparency of origin.
Whilst the organic sugars come in craft card pot, we used a fresh, light uncoated background for the sweeteners to better communicate this low-calorie proposition.
After completing the pack range we created the art direction for all photography and provided a set of 34 digital assets for the brand’s ecommerce website and social media platforms. The assets explain everything from the provenance of the sugars, to way they’re ethically sourced, the environmental and ethical credentials of the brand, the nutritional benefits of the various sugar types, as well as providing inspiration for baking delicious recipes!
Bonraw is now available to buy directly via bonrawfoods.com as well as being sold in Wholefoods and Waitrose.
Elpida Gailani – Founder and CEO of Bonraw Foods
“We approached Intertype Studio because we wanted to reposition Bonraw as a healthier, disruptive premium brand in the sugars and sweeteners category. Our goal is to lead with all-natural organic and great-tasting sugars for all round use in the home. It is important for us to capture our vision to allow our sweet-seekers to feel great about sweet through the range and the brand that represent them. They delivered a creative strategy which neatly captured our vision for the brand – the perfect balance between bold challenger mentality and joyful foodie values. The team at Intertype Studio helped to define the differing roles of the touchpoints, from our identity and packs that are a symbol of our purpose and use a beautifully balanced design hierarchy to inform about our product types, to our website, which tells the story of our producers and high ethical standards. They also provided the art direction for all of our comms, which move us to a territory that is all about good choice and the versatility and benefits good change can make.”
Asa – Creative Director and Founder of Intertype Studio
“It was a pleasure to put the joy back into sugar again and build a brand with so many genuine reasons to believe. It was also great to be asked to create so many of the Brand World touchpoints, guiding the style and copywriting of the brand in 360. And the whole studio are converts to panela in their morning coffee now – having never previously heard of it!”
Source: Intertype Studio
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