Transforming Sugar from a Commodity into a Smart Choice Brand
Sugar consumption in Indonesia has steadily increased over the past few decades. At the same time, demand for healthier food options is rising. While sugar remains essential in many diets, it’s also at the center of ongoing health debates. To meet both sides of this challenge, PT. Pesona Inti Rasa (PIR) launched Gulavit PIR—Indonesia’s first vitamin-fortified sugar. The name combines "Gula" (sugar) and "Vit" (vitamin), underscoring its unique positioning. Gulavit comes in two variants: sugar with vitamin A, and sugar with vitamins C + D, available in packaging formats ranging from sachets to sacks to suit diverse consumer needs.
The Challenge
As healthy living trends grow, sugar is increasingly seen as something to avoid. Yet cutting it out completely isn’t realistic for most people. Adding to the challenge, the packaged sugar market is dominated by a single established brand, making it tough for newcomers to break through.
The Solution
Our strategy was to shift the narrative: rather than positioning Gulavit as just another sugar brand, we presented it as a smarter, healthier choice. By highlighting its vitamin content, we positioned Gulavit as a product that supports well-being without asking consumers to give up sweetness. This unique benefit helps Gulavit stand out in a crowded market, on its own terms.
To bring this idea to life, we designed modern, cheerful packaging featuring custom illustrations of healthy, active lifestyles. Bright, bold colors distinguish each variant and create a strong shelf presence. These visual elements work together to communicate the product’s energy and health focus at a glance.
We also made the most of the packaging’s back panel, using it to clearly explain the benefits of each vitamin with friendly, informative visuals. Every detail is designed to build trust and connect with consumers who want better choices, without compromise.
