Carst and Walker
Domino sugar canisters

New take on sugar packaging in shapely, table-worthy canister design

How do you differentiate a commodity like sugar? With packaging, of course – as just very neatly done in the US by Domino Foods. Two brands of its sugar now come in a shapely new package with an easy-to-use flip-top dispenser. [Click pic to enlarge]

Aesthetically appealing and ergonomically designed to easily fit in a consumer’s hand, the new package for Quick Dissolve Sugar (finer than traditional granulated sugar and rapidly blends in to sweeten hot or cold beverages) and Pourable Brown Sugar (does not clump or harden) will be launching in mid-November in retail stores across the US. They were previously packaging in cardboard cartons.

Initially the design objective of the project was to leverage core brand equity and improve the consumer’s usage experience through a package redesign. During the research phase, designers discovered that there was an opportunity for a package specifically designed for tabletop usage that would eliminate the need to refill a sugar bowl from a larger package.

Once it was determined that the package needed to fit comfortably in the hand, sit on the table, and easily dispense and pour, the new form began to take shape. According to Domino, the resulting willowy canister embraces the original product proposition for a custom-designed structural form that is easy-to-use, highly functional, and elegantly styled to fit in with any kitchen décor.

“As we continue to focus on the needs of our consumers, we are certain that these well-designed bottles are a convenient and attractive sweetener solution,” explains Domino Foods President and CEO, Brian O’Malley.

“The tall and graceful shape fits securely in the hand, allowing the consumer to easily open and dispense the sugar directly onto their food or into drinks, without needing the help of an additional spoon. In addition, the patent-pending flip-top lid snaps shut, preserving the freshness of this trusted product.”

“I am certain the marriage of these iconic brands with such exceptional products and this premium packaging will have consumers delighted with the new user experience,” says O’Malley. “Our expectations are that the new sugar package will become a part of morning breakfast routines and family meals, and will be displayed proudly when entertaining, as it is truly a ‘table-worthy’ offering.”


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