Question
How do you sell sugar?

Answer
By redefining sweetness beyond sugar.

Question
How do you sell sugar?

Answer
By redefining sweetness beyond sugar.

Question
How do you sell sugar?

Answer
By redefining sweetness beyond sugar.

Question
How do you sell sugar?

Answer
By redefining sweetness beyond sugar.

Question
How do you sell sugar?

Answer
By redefining sweetness beyond sugar.

Established in 1933, Dhampur Sugar Mills is one of the oldest and largest sugar manufacturers in India. Its brand ‘Dhampure’ is the country's first retail brand of packaged, sulphur less sugar. A pioneer in sugar segment and market leader in North India, Dhampure is a household name in every kitchen.

With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring brand attributes of purity and joy are communicated. It was also important to leverage Dhampure’s current market leadership in the sugar segment by retaining the element of orange, a colour that is etched in Dhampure's patronage, for years.

SERVICES REBRANDING | POSITIONING | PACKAGING
CLIENT DHAMPUR SUGAR MILLS LTD
SECTOR FMCG

Established in 1933, Dhampur Sugar Mills is one of the oldest and largest sugar manufacturers in India. It’s brand ‘Dhampure’ is the country's first retail brand of packaged, sulphur less sugar. A pioneer in sugar segment and market leader in North India, Dhampure is a household name in every kitchen.

With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring brand attributes of purity and joy are communicated. It was also important to leverage Dhampure’s current market leadership in the sugar segment by retaining the element of orange, a color that is etched in Dhampure's patronage, since years.

SERVICES REBRANDING | POSITIONING | PACKAGING
CLIENT DHAMPUR SUGAR MILLS LTD
SECTOR FMCG

Established in 1933, Dhampur Sugar Mills is one of the oldest and largest sugar manufacturers in India. It’s brand ‘Dhampure’ is the country's first retail brand of packaged, sulphur less sugar. A pioneer in sugar segment and market leader in North India, Dhampure is a household name in every kitchen.

With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring brand attributes of purity and joy are communicated. It was also important to leverage Dhampure’s current market leadership in the sugar segment by retaining the element of orange, a color that is etched in Dhampure's patronage, since years.

SERVICES REBRANDING | POSITIONING | PACKAGING
CLIENT DHAMPUR SUGAR MILLS LTD
SECTOR FMCG

Established in 1933, Dhampur Sugar Mills is one of the oldest and largest sugar manufacturers in India. It’s brand ‘Dhampure’ is the country's first retail brand of packaged, sulphur less sugar. A pioneer in sugar segment and market leader in North India, Dhampure is a household name in every kitchen.

With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring brand attributes of purity and joy are communicated. It was also important to leverage Dhampure’s current market leadership in the sugar segment by retaining the element of orange, a color that is etched in Dhampure's patronage, since years.

SERVICES REBRANDING | POSITIONING | PACKAGING
CLIENT DHAMPUR SUGAR MILLS LTD
SECTOR FMCG

Established in 1933, Dhampur Sugar Mills is one of the oldest and largest sugar manufacturers in India. It’s brand ‘Dhampure’ is the country's first retail brand of packaged, sulphur less sugar. A pioneer in sugar segment and market leader in North India, Dhampure is a household name in every kitchen.

With an evolving retail environment and multiple players in the FMCG industry, the challenge was to infuse a new personality to the brand while ensuring brand attributes of purity and joy are communicated. It was also important to leverage Dhampure’s current market leadership in the sugar segment by retaining the element of orange, a color that is etched in Dhampure's patronage, since years.

SERVICES REBRANDING | POSITIONING | PACKAGING
CLIENT DHAMPUR SUGAR MILLS LTD
SECTOR FMCG

The Identity

Dhampure's eight-decade long legacy is a testament to its trusted quality. The new Dhampure identity is an evolution of the old. We modernised the Dhampure crest to establish a higher visibility across a varied range of products and competitors. The logomark, with its tall and slant-cut letterforms is inspired from the very distinctive shape of sugarcane.

BEFORE

AFTER

BRAND MANIFESTO AND TAGLINE

Dil Mein Mithaas

BRAND POSITIONING

Dil Mein Mithaas

There's a large part of the world that's full of negativity and hatred. Let's stop, take a moment and breathe. Try to be a little more compassionate. Just like a little sugar can change one's mood, so can a few sweet words from the heart. So add a little Dhampure sugar to your food, and a little more sweetness to your life.

Sugar has the power to bring excitement to life. The very idea of Dadi-Nani making 'kheer' sparks joy, even before one can taste it. The new packaging of Dhampure Sugar is a celebration of the joy that comes with all things sweet. Illustrated patterns with traditional flourishes were derived for each product, based on the kind of sugar and its usage.

Patterns derived for each product

WHITE SUGAR
Whether its the daily cup of chai or festive sweets in different shapes and styles, white sugar is most widely used product category, and Dhampure’s top selling product.

WHITE SUGAR
Whether its the daily cup of chai or festive sweets in different shapes and styles, white sugar is most widely used product
category, and Dhampure’s top selling product.

WHITE SUGAR
Whether its the daily cup of chai or festive sweets in different shapes and styles, white sugar is most widely used product category, and Dhampure’s top selling product.

BROWN SUGAR
Dhampure’s brown sugar is well trusted in the baking community for its aromatic flavor that goes perfectly with coffee and baked desserts.

BURA SUGAR
Extra fine sugar that dissolves almost instantly, hence used majorly in beverages, cocktails, soft desserts and confectionary products.

BURA SUGAR
Extra fine sugar that dissolves
almost instantly, hence used majorly in beverages, cocktails, soft desserts and confectionary products.

BURA SUGAR
Extra fine sugar that dissolves almost instantly, hence used majorly in beverages, cocktails, soft desserts and confectionary products.

GUR (JAGGERY)
Winters in North India are welcomed with warm cup of Gur Chai and peanut-jaggery-sesame bars called Chikki. Gur is also widely used in popular Bengali sweets like Sondesh.

GUR (JAGGERY)
Winters in North India are welcomed
with warm cup of Gur Chai and peanut-jaggery-sesame bars called Chikki. Gur is also widely used in popular Bengali sweets like Sondesh.

GUR (JAGGERY)
Winters in North India are welcomed with warm cup of Gur Chai and peanut-jaggery-sesame bars called Chikki. Gur is also widely used in popular Bengali sweets like Sondesh.

MISHRI
Sugar crystals that are commonly offered as Prasad in temples or religious events. Mixed with fennel, Mishri is also used as traditional mouth freshener.