How to make complex ambitions tangible for B2B customers

Across Europe, the Südzucker Sugar Division wants to valorise and enhance its farmer support efforts, helping farmers work in more sustainable ways. These efforts form a long-term programme built around the ‘farmer’s toolbox’ of soil, climate, biodiversity, water and crop rotation. Complex material, with many parts and many people involved.

At Perspective, we worked closely with the Südzucker Group’s Head of Sustainability Geert Van Aelst to make the programme easier to understand. We translated its complexity into a creative visual idea and a multilayered identity, expressing Südzucker’s farmer-centric DNA and its commitment to more sustainable agricultural practices.

When people understand a programme, from colleagues inside the company to B2B customers, it becomes easier to commit to it and take part. The identity gives Südzucker a clear and consistent way to make its ambitions visible and tangible across B2B touchpoints.