The well-known food tech business Resugar has launched a refreshed brand identity in collaboration with brand consultancy SIDE ST. This rebranding emphasizes Resugar’s commitment to scientific innovation and environmental sustainability, showcasing its unique value in response to growing competition and market skepticism.
The company has developed the first natural sugar substitute that closely resembles the flavor and properties of genuine sugar. This innovative product is designed for international producers who aim to offer healthier, socially conscious goods without compromising flavor or quality.
SIDE ST’s rebranding initiative transforms its perception from a conventional sugar substitute to a visionary leader in the food-tech sector. The redesigned brand identity underscores the company’s position as a conscientious option for producers seeking to meet the growing market demand for healthier substitutes.
The new visual identity draws inspiration from the structural essence of sugar. It combines imagery from technical, confectionery, and natural contexts with motifs of sugar cubes and molecular structures. Modular design features that exude creativity and adaptability embody this idea.
Vibrant, tech-inspired blue was chosen as the main color scheme for the new logo, symbolizing scientific accuracy and confidence. This is balanced by an ivory color scheme that reflects the natural and clean qualities of the company’s products, adding an organic vibe and evoking purity. This colorful combination represents a balanced and innovative ecosystem, highlighting the company’s broad impact on the food business, the environment, and daily life.
The rebranding also includes a redesigned website and digital touchpoints, ensuring a consistent and modern brand image across all channels. Developed by SIDE ST and informed by messaging from New York-based company Blue Seedling, the website offers a compelling and clear narrative of the company’s goals and offerings.
The sleek, contemporary design of the new logo combines the precise detail of molecular structures with the geometric simplicity of sugar cubes. The logo’s balanced form and crisp lines reflect the accuracy and purity of the company’s product. The design’s modular components enable flexible application across various media while maintaining a cohesive brand presence.
One of the new brand identity’s most notable features is its ability to visually communicate the company’s natural and scientific roots. The intricate drawings of sugar molecules and other natural materials incorporated into the branding tell a story of innovation grounded in nature.
The revised brand identity positions the company as a cutting-edge participant in the food-tech sector. As a B2B brand committed to impact and innovation, the company aims to highlight these distinctive qualities in a crowded industry. The new branding will appeal to manufacturers looking to align with a brand representing scientific achievement and environmental sustainability.
Following the launch of the new brand, the company has already received positive feedback from partners and customers. The redesigned logo reinforces the company’s market position, increasing its visibility and appeal within the food technology sector.
