A collaboration built over the years

One group, many local jewels. The Südzucker Group is home to brands with deep roots in their own country. Each one is led by a local team, within a shared direction. As a longstanding partner to these teams and to the group, we help make their strategy visible, from established brands to challengers and Europe-wide sustainability ambitions.

Standing out in a commodity category
Every brand has its own consumers, its own competitors, and its own story. Bringing that story to life is how a brand adds real value. For Tiense in Belgium that meant provenance: we made the beet grown in Belgian soil the signature of the brand. The gourmet sugar brand Candico has a rich heritage of Belgian craftsmanship, which we brought up to date. first in its visual brand territory, and later, at Perspective, across its entire packaging portfolio.

Well-founded choices
Whether a brand needs to stay relevant or grow in a crowded market, every choice needs a solid foundation. For each challenge, we set up a dedicated team and approach. It starts with a focused look at the market situation, which we turn into clear, visual insights. Local teams are closely involved, because they know their consumers best. And we make the consequences of each option visible before a choice is made.

In Poland, Cukier Królewski had to earn its place in a market where heritage and provenance drive consumer choice. To translate Polish culture into something that feels contemporary, we looked beyond brands, at design across all aspects of Polish society. The resulting identity helped the brand grow from a niche player into a recognised challenger.

Making sustainability ambitions tangible in B2B
Not every challenge is about a brand. Sometimes it is a group-wide programme that spans many countries, with complex work on the ground that business customers need to understand. For the Südzucker Sugar Division, we translated its Europe-wide support for farmers into one clear visual story, built around the ‘farmer’s toolbox’.

Continuity through change
Markets shift, strategies evolve, and teams change. Through all of it, a long partnership brings continuity and a shared understanding that keeps growing. Nike has partnered with the Südzucker Group since 2001, later together with Marcel at SGK. Today, at Perspective, we continue that brand & packaging design partnership.