Chaikofsky Sugar was re-positioned as a “source of pure energy”. For the new packaging, we decided to use an image of ‘sugar cube battery’ and green (eco) background. As usual, non-traditional product design failed at the focus groups but succeeded in test sales. Complete shift to the ‘sugar battery’ resulted in 24% sales increase.

Created in co-authorship by request of OOO «IQ»

TOKAREV+ is a boutique, multi-disciplinary creative agency lead by Konstantin Tokarev. We focus on branding, communications, product development and miracles.

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