United Biscuits – Sultana
The
pleasant
interruption
Reinventing Sultana
United Biscuits – Sultana
The Challenge
Revitalize Sultana, the Netherlands’ iconic fruit biscuit, from a declining ‘tussendoortje’ (snack) to a vibrant, contemporary brand that stands for energy, flavor, and a positive recharge moment.
Strategy & Design Approach
We repositioned Sultana around the idea of The Pleasant Interruption — an energizing, joyful break in your day. The brand strategy emphasized natural ingredients, vitality, and a more premium look, moving away from outdated snack perceptions.
Brand Strategy | Logo Design | Corporate Identity | Visual Identity | Tone of Visual | Packaging Design
Visual Identity
The refreshed packaging design is bold, colourful, and proud, highlighting real ingredients with vibrant, natural imagery. The improved material finish and shelf presence communicate quality and carefreeness, with clear segmentation across ranges like Spelt & Quinoa and Just Good.
Results
Sultana is now firmly re-established as a leading, on-trend brand in retail, with design and brand strategy driving growth and relevance.
