Dina Sugar
by Omnicane.
Listen Creative spent a year working closely with leading Mauritius sugar producer Omnicane, to develop a new brand and packaging for value added sugar products in their core and specialist ranges. After initial research involving the Mauritian and Middle East target markets, we developed a complete brand architecture, hierarchy and packaging designs in various formats, liaising extensively with local printers on the island to achieve the best results.
The DINA LIFE sub brand of Low GI and Antioxidant sugars are a new generation of healthy sugars, resulting from innovative research and expertise by Omnicane to offer a healthier lifestyle to consumers in Mauritius and the Middle East.
The naming of the new brand was inspired by the island of Mauritius itself, or Dina Arobi as named by Arab sailors, located in the Indian Ocean at the heart of the Mascarenhas Archipelago.
The standard and special sugar ranges are named DINA SUGAR. We researched the island culture and proposed a partnership with arguably the island's most famous artist, Vaco Baissac, known simply as Vaco. His brightly coloured paintings reflect the Creole heritage and lifestyle of the island providing perfect shelf impact for the product. Vaco, who sadly passed away in 2023, agreed the use of his work and Listen were given permission to adapt his artwork and create images for the pack designs. Vaco himself approved the illustrations.
