| Sucrogen
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: Australia Industry/Sector: Industrial, Manufacturing, Food, Sugar Production, Refinement Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting CSR is one of Australia’s oldest brands, stretching back over 150 years. In 2009, the board decided to split their two businesses (sugar and building products) to realize greater value for shareholders and, in particular, to allow the sugar business to fund its expansion independently. Challenge It was agreed that the new ‘sugar company’ would have a new corporate name. The new name had to encompass cane sugar growing, refining and sustainable energy – and be a new focus for loyalty for CSR Sugar’s 2000 plus employees. Strategy The strategy was based on the idea of ‘positive energy’, which reflected the culture of the company and the role of sugar in society – as food source and fuel. We created a new name for the sugar business – Sucrogen – derived from their sugar (sucro) heritage and their future (gen) as an efficient and sustainable supplier of energy. Result We created a new brand identity, based around a new logo. The energy drop reflects the natural sunlight, water and landscape that make sugar possible. The drop also evokes the energy sugar provides. The new brand was launched in February 2010 by Sucrogen’s three business units - Cane Products (growing), BioEthanol (distilling) and Sweeteners (refining). In July 2010, CSR announced that it had entered into an agreement to sell Sucrogen to Wilmar International, a multinational foods group based in Singapore. They are committed to building the Sucrogen brand and developing Sucrogen into a major regional player in sugar. Credits: Client: Sucrogen - www.sucrogen.com General Manager, Marketing: David Burgess Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Designer: Darren Swain Finished Artist: Hayden Mathys, Dean Varndell Director: Sandy Belford Project Manager: Carolyn Pitt, Robyn Smart [back] |
