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About the brand
ABOUT THE BRAND
Krajowa Spółka Cukrowa S.A. was established on 26 August 2002 as a result of consolidation of three state-owned sugar companies: Mazowiecko-Kujawska Spółka Cukrowa S.A., Poznańsko-Pomorska Spółka Cukrowa S.A. and Lubelsko-Małopolska Spółka Cukrowa S.A.
KSC was established by the decision of the lower chamber of the Polish parliament, that on 21 June 2001 passed the bill on sugar market regulations, which required merging of the state-owned sugar companies and sugar factories into a large single entity capable to fight off competition from foreign companies.
From the very beginning, KSC S.A. sells its products under Polski Cukier brand. In 2002-2004, the product design was unified, and the company started selling sugar under a single brand in a uniform paper packaging. The main and the most important symbol on the packaging was Polski Cukier logo - new brand on the market. It also prevails in a visual layer. The product packaging has not been changed. “Polski Cukier” brand is perceived through the national nature of the company, which is the only Polish sugar manufacturer on the market.
New logo design was introduced on 14 September 2009. Updated company logo was officially presented during Polagra – Food International Trade Fair in Poznań on 14 – 17 September 2009 - one of the largest food industry events in Central Europe.
New logo is designed to grab attention. It is dominated by an elegant deep blue associated with professionalism, accompanied by sky blue and red details. The use of colours is deliberate. Red accentuates company strengths: dynamic development and modern nature, attractiveness for clients and extensive offer. Sky blue alludes to the sugar tradition.
The basic line packaging, e.g. sugar in 1 kg packaging, icing sugar and sugar cubes was also refreshed. The previous logo was not in line with the modern times, it was static and flat. Its outdated features did not match the modern packaging. It also did not match the concept of innovative packaging introduced by the company, and which the company intends to be associated with. The goal of introducing the changes it to improve the brand attractiveness, strengthen the company position on the market, become an image leader and mark new trends in sugar packaging better suited to client requirements.
KSC S.A. products will be easily distinguished from other products on the shelf. The new product line is consistent and visually strong.
- It is the result of searching for new solutions to guarantee satisfaction from the purchase of Polski Cukier brand products. The company is in line with the client’s needs.
We believe that our efforts will be appreciated and the new logo and packaging will attract new demanding clients from the food industry.
New logo and packaging are part of the new visual identification strategy of the Company. New products were presented by KSC S.A. during Polagra Trade Fairs.