Domino Sugar is refreshing its brand after 120 years in business. The new look will feature an updated logo, streamlined brand colors, new recipes, and a focus on the heritage of the brand, all while still maintaining the iconic yellow associated with Domino.
"Changing a legacy brand is a big decision as we don't take sugar lightly," said Paula Summers, vice president of marketing at Domino, in a statement. "But after analyzing the positive, shifting consumer attitudes about sugar and seeing the trends in the market, we knew this was the perfect time for a refresh."
Packaging changes include new seals on all products indicating Non-GMO Project verification, as well as a how-to-recycle logo, which informs consumers how to recycle in the most efficient and environmentally friendly way. Additionally, products Demerara and Confectioners have been renamed to Domino Turbinado Sugar and Domino Powdered Sugar, respectively, to facilitate selection on the shelf by describing the type of sugar in terms that are more consumer and recipe friendly.
"Refreshing a brand comes with tremendous responsibility," said Suzzette Arroyo, director of brand management at Domino, in a statement. "Domino Sugar has been trusted by generations of families and we approached this redesign knowing the importance of retaining the brand attributes consumers have associated with Domino for more than a century. We cherish our leadership position, and know we must continue to evolve to be relevant and remain the choice consumers reach for while shopping."
The refreshed packaging will hit shelves at local retailers this summer.
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Image: Domino Foods/Domino Sugar
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