{"id":1870,"date":"2017-02-22T16:12:28","date_gmt":"2017-02-22T15:12:28","guid":{"rendered":"https:\/\/cba-design.com\/france\/projets\/daddy-packaging\/"},"modified":"2021-08-03T11:35:08","modified_gmt":"2021-08-03T09:35:08","slug":"daddy-packaging","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/france\/en\/projects\/daddy-packaging\/","title":{"rendered":"Daddy, A grain of spirit in your life"},"content":{"rendered":"\t\t
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Daddy and CBA have been working together for more than 15 years to position the sugar out of the wall by reinventing it in everyday life.<\/p>

Daddy has never stopped trying to make its image of \u00ab product of convenience \u00bb evolve. Challenge completed, thanks to a differentiation strategy driven by a packaging redesign, innovation and activation. Today, Daddy has become the Number 1 sugar brand in France.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In 2010, the iconic brand chose CBA to rethink its entire visual identity. The objective? To proudly claim its optimism and its non-conformism personnality to prove that sugar can get out of its commodity image.\u00a0<\/p>

To do this, the agency suggested cultivating the brand’s complicity with its consumers by using a graphic style and a tone full of humour, and thus building a quirky, slightly impertinent personality. The brand\u2019s philosophy turns into a genuine manifesto inviting everyone to letgo, which has been applied on pack and on activation collateral materials.<\/strong><\/p>

The unique design fully conveys theiconoclastic spirit of Daddy.\u00a0Sugar cubes become characters<\/strong>, and are the heroes of amusing scenes takingplace on a\u00a0100% magenta background<\/strong>, alongside a lively typography. Daddy\u2019s stories live beyond packaging and support the brand\u2019s positivity indifferent media (B2B programs, gift, …)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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On a declining market, CBA had to find a coherent system. After a first step, until 2015, debugging a product of convenience, reinventing the offer, the use and the brand experience thanks to the design, Daddy has to be couragous again today, in order to grow even more and to behave as a leader.
Anticipating the renewal, innovating before its competitors\u2026 This was the new challenge, successfully completed by Daddy.<\/strong><\/p>