Diamant Zucker Becomes More Emotional

With sweet messages on sugar sticks and a revised design approach for the entire product range, Diamant Zucker wants to reposition itself in the market. This includes a new website that serves as a central communication platform.

Whether “Be sweet, be happy!” or “Have a sweet day!”: with a total of twelve sweet messages, Diamant Zucker’s new sugar sticks will be available starting April. They are intended to charmingly embody Diamant Zucker’s new positioning – a little pinch of happiness. The fact that Diamant Zucker products bring small joys and moments of happiness into everyday life shall in future not only be tasted, but also seen. That’s why all products by the Pfeifer & Langen brand will be given a new, emotional design in 2021.

New look for Diamant Zucker

Overall, the design approach for the Diamant Zucker brand will be livelier and more modern. In addition, the product benefits are now emphasized more strongly on the packaging. Appetizing images are visible on the front, complemented by illustrations. These are an essential part of the new positioning and a central brand element. Preparation recommendations and further information can be found on the back. The familiar logo with the two sugar cones, reminiscent of the silhouette of Cologne Cathedral, is also being carefully modernized so that its recognition value is retained. The new design will gradually be seen on all packaging of the product range from spring onwards.

The new Diamant Zucker website will serve as the central communication platform. It provides consumers with information and inspiration in the areas of making jam, sweetening drinks and baking. In addition, there are more than 1,400 recipes from the company’s own test kitchen, label templates for homemade products, a seasonal calendar, interesting facts about sugar beets and how sugar is extracted from it, and articles on the brand worlds of jam, beverages, and baking.

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