In 2017, brand heritage met modern competition. Lugazi Sugar had stood as a symbol of resilience for 90 years, weathering colonialism, independence, war, and peace. But the sugar shelves were changing. New brands were winning younger consumers with fresh, modern packaging and sharper positioning. Lugazi needed to evolve without losing what made it a national icon. The challenge was to modernise while keeping its story intact.
Our brief was to restore the brand’s pride and relevance through a thoughtful redesign. We conducted immersive fieldwork and creative workshops with the Lugazi team to gain a deeper understanding of the brand’s essence. Our Senior Art Director spent seven days at the plantation hand-illustrating the new pack design, creating a visual story that honoured craft, people, and place. The result was a modern identity that protected 90 years of brand heritage while positioning Lugazi Sugar for a new generation of consumers.
