Ledesma Sugar

Branding & Packaging

At the end of 2017, Ledesma called us to redesign Azúcar Ledesma and extend it to new presentations.

Background

Ledesma is the leading sugar producer in Argentina. Annually, it harvests approximately 4 million tons of cane, which it mills in the mills to extract the sucrose that is in the juice and thus produce sugar.

The project

The best way to approach a branding project is to deeply understand how the company and its brand are, what the product is like, and how the processes work.

Together with the client, we traveled to Jujuy and participated in the harvest (which is the sugar cane harvest). We were able to go through the entire production process, understanding that sugar is a completely natural food that, in adequate quantities, provides essential energy and balance for the growth and development of people.

We were amazed at how Ledesma has a fully integrated process in which it utilizes 100% of the cane. And during the trip, we were able to learn a lot about the entire sugar production process and the other products that are derived from this raw material.

The challenge

Despite the fact that the brand has enormous recognition because sugar has over 90% penetration in homes, the problem with this food is that it is a commodity and its usual presentation is very poor, as is the display given to it at points of sale.

The result

We redesigned the brand while respecting its DNA with its representative blue color and designed a new line of packaging that presents Ledesma as a clear leader and expert in the category with much more attractive designs.