Sultana

Background
A great opportunity for Sultana, it was! Several years ago they introduced a savoury variant of their famous Fruit Biscuits, which was an instant success. After some time and a number of innovations, there was still a need for a stronger ‘savoury language’, and at the same time a stronger ‘fruit language’...

Concept
Shelf navigation and brand navigation are core concepts in our line of work: How do we make sure that consumers can find their way? We designed two units/blocks that fit the category values: sweet and savoury. Each block had enough freedom for the particular product characteristics in image, graphics, sub-branding and text. This is how multiple worlds can arise even under just one brand...