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Silver Spoon is the UK’s leading sugar brand, with 50 years of heritage, 100% prompted awareness, and a place in nearly half of UK households. However, although the brand had good equity, it needed stronger, more distinctive visual assets, and wanted to mean more to consumers faced with a busy sugar fixture.

Whilst research revealed that 80% of British consumers had baked at least once in the last year and most preferred baking from scratch, they also often didn't know which sugar to choose.

With an ambition to inspire more moments of baking joy, Silver Spoon evolved its positioning to better reflect the strong credentials it has in home baking.

In line with the new positioning, we rejuvenated this British classic to celebrate Silver Spoon’s unique, inspiring and joyful personality and capture a world of baking that would feel modern and relevant to today’s consumers.

Our new word marque exudes boldness that is easy-to-spot at a distance from shelf, while preserving moments of craft and personality. Paired with a reimagined spoon device and vibrant 'sparks of joy,' the new design establishes clear masterbrand cohesion across the complete range of sugars and sweeteners.

Each sugar type retains its distinct colourway, flooding the entire pack for easy navigation and injecting some colour into an otherwise dull aisle. Enticing photography and usage lines help shoppers quickly locate the sugar they need - whether it’s caster for fluffy bakes or Demerara for smooth coffee.

Our new tone of voice platform ensures brand copy and communication stays deliciously sweet and consistently joyful across packaging, website, social and campaigns.

The result is a new identity and packaging design that supports Silver Spoon’s repositioning as a sweetening & baking partner to consumers, bringing clarity and adding value in a busy category and helping the brand to inspire ever more moments of baking joy.