Lead with the beet

Belgium’s most iconic sugar brand was losing relevance. Over time, fragmented packaging designs had weakened its presence on shelf and loosened its connection with consumers.

Tiense Suiker starts in Belgian soil, with the sugar beet, its natural origin. It’s the brand’s most authentic story, yet it has never been the focus of the packaging. We saw more than a raw material. We saw a shape that could tell the brand’s story at a glance. By putting it front and centre, the simple, distinctive shape became the key visual element across the range.

So lead with the beet. Its silhouette became the signature of the visual identity, a distinctive asset that brings the entire range together under a single brand architecture and roots every pack in authenticity.

The result: renewed consumer trust, stronger shelf impact, and a memorable story that secures Tiense’s place as Belgium’s enduring sugar brand.