This £7m Brand Was a Legend. It Just Looked a Bit Tired
How our food and beverage branding agency gave a market leader its edge back
When you’re an icon in your field, the biggest risk is getting too comfortable. As a specialist food and beverage branding agency, our job isn’t just to make things look good; it’s to ensure a brand’s visual identity is as sharp and ambitious as its balance sheet. This case study details the strategic brand and packaging refresh for Sugarflair Colours, a market-leading manufacturer with a distribution network spanning over 80 countries.
The Challenge: A Digital World That Doesn't Respect Your History
The brand was an icon, but its packaging was getting lost in the noise
With a 40-year history, Sugarflair is royalty in the cake decorating world. But the villain here is the ruthless, fast-moving digital shelf. A stellar reputation doesn’t help you win a split-second battle on a tiny Instagram screen. Their branding, while recognisable, needed a shot of adrenaline to connect with a new generation of digital-native bakers and to stop being scrolled past.
The Fix: Respectful Evolution, Not a Reckless Revolution
We had a two-pronged plan of attack
Don't Scare the Horses
The villain here would be alienating a loyal customer base that generates millions. We needed to strategically refresh and energise the core brand elements, not tear them down and start again.
Build an Unfair Advantage
We decided to ditch the slow, expensive, and inflexible villain of traditional photography and build a future-proof system of photorealistic 3D product models, giving them ultimate creative control for all future marketing.
The Results: A Masterclass in Modernising a Market Leader
This is what happens when sharp strategy meets world-class execution
A Digital Twin for Every Product
We created a complete suite of stunning, photorealistic 3D models, enabling the creation of perfect, consistent imagery for any marketing channel, forever.
Scroll-Stopping Digital Shelf Appeal
We produced engaging 360° turntable animations of the new packaging, perfect for capturing attention on social media and e-commerce sites.
A Modern Look for a Confident Brand
The refreshed packaging design system strengthened brand recognition and dramatically improved its on-shelf (and on-screen) appeal.
Deep Dive 1: The Brand & Packaging Refresh
Waging war on the 'dated' perception without losing an ounce of brand equity
The old brand application was classic but was starting to feel its age. The new packaging concepts were designed to be bolder, cleaner, and more visually impactful. This refresh was a strategic move, not just a cosmetic one. It retains the brand equity built over decades – crucial for a legacy brand – while making the product feel more modern and relevant, attracting new customers without alienating the existing loyal base. In a CPG space where packaging is your most critical marketing tool, this was a vital victory.
Brand Elements
The Old Approach
A slightly dated and inconsistent brand application.
The New Approach
The existing brand elements were strategically refreshed and livened up, with a focus on creating a more vibrant and energetic visual language.
The Strategic Advantage
A refresh, rather than a complete rebrand, is a smart strategy for a legacy brand. It retains the brand equity built over decades while making the product feel more modern and relevant, attracting new customers without alienating the existing loyal base that generates millions in annual turnover.
Packaging Design
The Old Approach
Functional packaging that served the product well but could get lost in a busy market.
The New Approach
Brand new packaging concepts were designed to be bolder, cleaner, and more visually impactful, creating a cohesive and eye-catching product family.
The Strategic Advantage
In the fast-moving CPG space, packaging is the most critical marketing tool. The new concepts help Sugarflair products command attention on both physical retail shelves and competitive e-commerce platforms like Amazon, crucial for a brand that distributes to over 80 countries.
Deep Dive 2: The World-Class 3D Visualisation System
Defeating the slow, expensive & inflexible villain of the traditional photoshoot
The project moved beyond traditional photography to create a flexible and future-proof visual asset system.
Product Visuals
The Old Approach
Reliant on traditional, time-consuming product photography for marketing assets.
The New Approach
Photorealistic 3D models of the entire product line were built using Rhino and Keyshot, allowing for perfect, consistent shots from any angle.
The Strategic Advantage
This is a game-changer for a food and beverage branding agency. 3D renders eliminate the need for costly photoshoots, provide ultimate creative control over lighting and reflections, and ensure every product image across all marketing channels is flawless and consistent.
Marketing Content
The Old Approach
Static product images for social media and online stores.
The New Approach
Dynamic and engaging 360° turntable render animations were created for key products.
The Strategic Advantage
Video and animation are essential for capturing attention in today’s digital landscape. These turntable renders are highly effective for social media ads, product pages on websites like Shopify, and for creating visually engaging content that stops users from scrolling.
