Boettger Zucker — Rebranding & Campaign Concept
Transforming sugar from a commodity
into a cultural luxury brand
Project Summary
Boettger Zucker approached me with complete creative freedom to redefine how their brand is perceived within a market that often views sugar negatively. The challenge was to reposition sugar as an object of design — elegant, valuable, and culturally relevant.
My concept treated Boettger Zucker not as a food product, but as a lifestyle brand embedded in the world of art, architecture, and design. Through a minimalistic visual identity and a curated campaign strategy, the brand was imagined as a presence within galleries, museums, theaters, and philharmonic halls — a statement of refined aesthetics rather than consumption.
Client
Boettger Zucker is part of the Boettger Gruppe, a German company with over 150 years of expertise in sugar production and trade, operating in both industrial and consumer markets. The company sought a contemporary rebranding to resonate with design-conscious and culturally engaged audiences.
Redesigning the Logo
The old logo was classic and elegant, yet its big-size and packaging did not align with my goal to speak out to new art and design interested customers. In order to achieve that, I have created a modern version of the company name by turning it into an elision. Decreasing its size to a 3x3 letter typographic logo, adding the full name in a variant of its former used fonts.
Concept strategy
Sugar is what it is, and although Boettger Zucker has the potential to offer an exquisite variation of products, the first main strategy will be its presentation and customer touchpoints. By that I have created a unique advertising proposition that incorporates an outstanding packaging design, as well as an exclusive representation and availability at museums, art galleries, architectural spaces, theaters and philharmonic concert halls, as well as art and design events. The focus should not emphasis the product, but its connection to culture.
My Role & Contribution
Creative Concept & Strategy: Developed a complete rebranding concept shifting sugar’s perception from commodity to cultural artifact
Logo Design: Created a modern typographic logo system — a compact 3×3 grid mark paired with a minimalist logotype variant for diverse brand applications
Visual Identity: Defined the brand’s new design language, inspired by Bauhaus principles and minimalist aesthetics
Packaging Design: Designed a high-end packaging line for crystal and liquid sugar, emphasizing form, texture, and elegance
Campaign Design: Conceptualized brand touchpoints within cultural spaces — museums, design shops, theaters — to establish a strong visual and emotional connection with the target audience
Future Vision: Proposed a “Designer’s Edition” concept with limited-edition packaging collaborations from international designers
What I learned
This project strengthened my expertise in brand transformation through design — understanding how concept, emotion, and aesthetic storytelling can shape perception. I refined my ability to build cohesive visual systems that connect strategy, design, and culture, and learned how to balance creativity with brand consistency and strategic intent.