DON'T CALL ME SUGAR is a packaging concept for xylitol, a sugar substitute made of birch bark from Finland. It has 40% less calories than sugar but a similar appearance. This was a university project for a real client, where every student developed his own name, branding and packaging concept as well as exemplary applications like stationary and website.
I decided myself for a name that makes the product talk directly to the customer and wakens curiosity at the same time. I developed a hand drawn typographical logo and used it in combination with kraft paper. The same paper is also used for the 1 kg package. The distribution of Don't Call Me Sugar mainly happens online. This is the reason why I created a web-platform, where the benefits of xylitol are clearly communicated and an easily accessible onlineshop is available.