How to grow as a challenger brand?

In Poland’s crowded sugar category, heritage and provenance drive consumer choice. Cukier Królewski needed to stand out, and to earn its place on the shelf.

Drawing on iconic Polish design cues, we reimagined Cukier Królewski as a truly local sugar brand, with deep Polish roots and a strong connection to the sustainable local farming of sugar beets.

The result is a bold identity rooted in cultural pride. It gave Cukier Królewski a set of distinctive brand assets that lifted it from a niche player to a recognised challenger, building both visibility and emotional relevance.

Nike has partnered with the Südzucker Group since 2001, working across multiple brands, a relationship that continues at Perspective today. The Cukier Królewski visual brand identitty and packaging design were developed by Nike as long time strategy & client lead and Marcel and his team (Chantal Roberti) during their time at SGK.