AUGUST 2019 SWEET SNEAK FOR THE SYRUP COMPANY
COMPUTERARTS.CREATIVEBLOQ.COMRESEARCH AND STRATEGY
Brini Fetz
Our studio specialises in food branding, so when
Patrik Drobny of The Syrup Company got in
touch about designing an entire brand and visual
identity we were excited to get on board. The
process got underway with a workshop with the
client where we learned more about their vision
and approach to making syrups.
The traditional syrup drinks sector has a
cheap and sticky image with the use of artificial
colours, flavours and sweeteners. The Syrup
Company is breaking with that by using real,
organic and sustainable ingredients. These are
the hot attributes that make them stand out
from the crowd and definitely needed to be part
of the brand expression.
We researched the beverage market in
general and other syrup brands, and found
that although there have been many innovative
products in the past few years, there hasn’t yet
been a focus on high-quality syrups. One of the
challenges for us would be to show that this isn’t
just another syrup, but something very different
in terms of sourcing ingredients, production and
quality. The products also needed to challenge
the market by suggesting that mixing fresh
lemonade from syrup in a glass bottle, for
example, is a better option than buying a plastic
bottle of fizzy lemon. These strong foundations
gave the project extra meaning for us.
Initially, we developed two visual directions:
a bold, graphic and colourful approach and a
more playful, abstract and dreamy universe.
After working on some refinements with theBRINI FETZ
Creative director, Sweet Sneak
With a background in communication design and
creative industry management, Brini Fetz co-
founded Sweet Sneak in Copenhagen to specialise
in food and lifestyle branding and communications.
She focuses on including the senses in design
practice ‒ taste, smell, texture, light, haptics ‒ and
is inspired by 1970s cookbooks and flea markets.PROJECT FACTFILE
BRIEF: To define and create a brand identity for The Syrup Company,
including helping develop the brand name, logo, design elements,
typography, colour coding for the packaging design and stationery.
THE STUDIO: Sweet Sneak, http://www.sweetsneak.com
THE PHOTOGRAPHER: Morten Bentzon, http://www.mortenbentzon.com
THE CLIENT: The Syrup Company, http://www.syrup.dk
LAUNCH DATE: February 2019
PROJECT DURATION: Five months