/ Eguale

Some chocolates are more eguale than others

Sackeus is dedicated to promoting sustainable livelihoods for small-scale producers in developing countries. Focus is on organic fair trade products of premium quality. The company is owned by Church of Sweden, the Mexican Coffee Growers’ Cooperative and Bergman & Bergstrand.

Direction

The market for organic products has seen dramatic change in recent years. Brown paper bags have been discarded in favour of premium packaging, and the target audience is no longer a small niche. Sackeus is feeling the heat of increased competition – not least from the retail giants’ own line of organic products.

Creation

We created a new premium positioning strategy for the brand along with a new packaging concept. The main theme is exotic birds from all corners of the globe, each taking a different product under its wing. Every package features an illustrated bird, some facts on its natural habitat, plus descriptive product copy.

Activation

The uniformly designed packaging, with its premium look, led to prominent shelf placement in major stores. Since its 2009 re-launch, Eguale’s sales have enjoyed a 10% annual increase – despite growing competition in the marketplace.