União

In a dull market where the white prevails, we found that the consumer’s joy could color the shelves and become an icon that would bring this playful excitement to the new visual identity of União.

União is much more than a one-kilo-sugar package. União is, actually, the joy of smearing on self with Grandma’s pudding!

The Limbic Process® revealed that the emotional bond between the consumer and the category originates in the tender memories awoken whenever one savors a tasty sweet.

To translate the joy conveyed by the sugar União, we used playful icons and strong colors.

Such boldness confers a remarkable presence on the leading brand on the shelves.