The ‘Mitr Phol Sugar Corp., Ltd’ is Thailand’s largest producer and exporter of sugar. In an effort to position themselves as the most widely known company in the sugar and bio-energy business, Mitr Phol has made a significant commitment to partner with cane farmers to improve the quality of their lives, and operate business with an emphasis on sustainable farming and community development.
Despite the growing success of Mitr Phol, the brand struggled to communicate its love for nature and the community. With a wide variety of product offerings, it also lacked a clear brand and visual architecture across the range. Mitr Phol felt the need to review its marketing and branding efforts, begining with a consumer research study. The findings revealed that the Mitr Phol was viewed as a commodity brand that offered high quality and trust through brand heritage. The research also showed that consumers were not able to recall the brand’s value added proposition with outdated packs that lacked a sense of personality.
Brand New Day took the challenge to come up with a big idea that would help Mitr Phol communicate its brand values. ‘Love life, Love food, Love nature’ became the core essence of the brand that lived across all touch points. Brand New Day created an impactful and appealing visual identity system for packaging that was not only clean and modern but also had a strong personality and reflected the big idea. A clear visual architecture was also formed to bring consistency across the range.