Ledesma Sugar

Branding & Packaging At the end of 2017, Ledesma called upon 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 from the juice and thus produce sugar. The project The best way to approach a branding project is to deeply understand the company and its brand, how the product is made, and how the processes work. Together with the client, we traveled to Jujuy and participated in the harvest (which is the sugarcane harvest). We were able to observe the entire production process, understanding that sugar is a completely natural food that, in adequate amounts, provides essential energy and balance for the growth and development of people. We were amazed at how Ledesma has a fully integrated process that utilizes 100% of the cane. On the trip, we learned a lot about the entire sugar production process and the other products derived from this raw material. The challenge Although the brand has enormous recognition, as sugar has more than 90% penetration in households, the problem with this food is that it is a commodity, and its usual presentation is very basic, as reflected in its display at points of sale. The result We redesigned the brand while respecting its DNA with its distinctive 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.