Silver Spoon
THE JOY OF BAKING
Identity
Packaging
Point of Sale
Tone of Voice
We gave new impact and meaning to this colossus of UK cupboards, shifting its positioning from just another sugar brand to the best friend of home bakers everywhere – a more joyful, creative and commercially valuable place to be. With bold and colourful creative on a base of perfectly-baked thinking, this one’s a showstopper.
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Business Challenge:
As the UK’s leading sugar brand Silver Spoon has a place in nearly half of UK households and an extraordinary 100% prompted awareness. But being a household name doesn’t guarantee store success, and while 50 years of heritage had built good equity the brand needed stronger assets to stand out, and to mean more to consumers at fixture.
Research revealed that 80% of British consumers had baked in the last year but many still didn’t know which sugar to choose. So the recipe for success was clear – reposition Silver Spoon from a brand of sugar to the brand of baking, redesign it for stronger standout at shelf, and use its wide and wonderful range to inspire more moments of baking joy.
Creative Solution:
We worked with the client team to whip up a positioning that felt light and inspiring but with rich and tasty substance. Then we used it to rejuvenate this British classic, celebrating Silver Spoon’s joyful personality and capturing a modern world of baking that’s relevant to today’s consumers - not a scrap of gingham in sight.
The new word marque is bold enough to spot from a distance but also contains moments of craft and personality, and pairs with a new spoon device and 'sparks of joy' to drive masterbrand cohesion across the full range of sugars and sweeteners.
Each sugar keeps its distinct colour but now flooded across the pack for easy navigation and to inject some fun into an otherwise dull aisle. And tasty food and drink photography lets shoppers quickly find the sugar they need for the job in hand, whether it’s caster for fluffy bakes or light brown soft for the chewiest cookies.
Finally a new tone of voice platform makes sure communications stay deliciously sweet and consistently joyful wherever the brand shows up, starting with a helpful copy line on front of pack and some inspirational recipes on the back.
A bold new design that brings clarity, inspires joy and sets the brand up for a piping bag-full of baking innovation. That’s got to be worth a handshake?
“It was a hugely positive and enjoyable creative experience collaborating with Outlaw on this project. The team has become an extension of ours, and we’re excited to see what the future holds.”
Marketing Manager
“It was a hugely positive and enjoyable creative experience collaborating with Outlaw on this project. The team has become an extension of ours, and we’re excited to see what the future holds.”
Marketing Manager
