SWEET'N LOW/2022
In collaboration with Amber Li.
Current Packaging at Retail
Brand Positioning
Sweet'n Low is a brand of artificial sweetener with distinctive sweetness, zero calories and functional benefits that can avoid weight gain, helping consumers to consume these products without feeling guilty, while it also helps prevent blood sugar spikes in diabetics.
Sweet 'N Low is trying to reach a younger demographic and convince them that those ubiquitous pink packets aren't just for their moms' generation -- they're for women in their 20s and early 30s who have a sweet tooth but also watch their waistlines.
Target market is young women of Generation Z
Pink used to be a more gendered colour but today, genderless is the new trend for GenZ. Whereas Gen-Z yellow is very unapologetic and forward, with the younger generation being game changers in embracing themselves for who they are. Generation Z has shied away from this soft hue pink altogether in favour of a much more vibrant “unapologetic” sunshine yellow.
Marketing success through differentiation
In current brand packaging, the brand logo is the most important message conveyed to the customer, but the biggest problem is that customers who do not know the brand will not know what it is. Calorie-free sweeteners' do not effectively differentiate the brand and what makes it different from other brands? All sweetener brands are 'calorie-free sweeteners' and this does not reflect their brand positioning.
Logo design
Sweet 'N Low's brand personality is upbeat, supportive, and encouraging—with some flair because their audience is generally younger (the 20s and early 30s ). To convey sweetness, the pink colour was chosen so the packets would stand out in the sugar bowl.
The name was inspired by Ben’s favourite song, “Sweet and Low” so we decided to keep the musical part and make it a flowing line. In addition, we used black as the main colour of the logo with a pink outline.
Composition
The image shows sweeteners poured into hot drinks like 'magic,' and the illustration replaces the photo format and the choice of colour tends to be more genderless, the choice of one generation of people rather than one gender because no colour can represent a gender. Also, the purpose of the sweetener is explained more clearly.
Different Flavours
By using different colours for each flavour, customers can identify the product they want by the packaging colour. The original keeps the original music notes. The natural one adds green leaves elements to represent the natural product, while the VitaminC adds the orange illustration elements to the present the Vitamin C's flavour.
