Florida Crystals | Regenerative Organic Raw Cane Sugar

Deliverables:

Branding
Collateral
Packaging
Illustration

Florida Crystals is a 150+ year company that has passionately and sustainably milled sugarcane to provide organic sugar. They wanted a brand refresh to showcase their family-owned and homegrown sweetness.

Art Director: Renee Dimalla
Creative Director & Photography: Andrew Bolton
Parent Logo Concept & Fellow Designers: Dana Leung & Marc Girouard
Swag Collabs: Dani Severson & Jenny Censky

Illustration of a stylized white dove above a white abstract tree design, set against a green background with leafy elements.

Multiple bags of Florida Crystals organic cane sugar in various colors, including green, purple, red, and blue, displayed on a green surface with a green background.

Discovery Phase

Showcasing their connection to nature with illustrated sugarcane, we also worked on making their brand more approachable and easy to navigate. Utilizing a larger diecut window, streamlining their certifications, and adding craft-like elements were all part of the end product.

Honest To Goodness Sugar For Over A Century

Green package of Florida Crystals organic raw cane sugar with a sugarcane illustration, surrounded by sugarcane leaves on a green background.

Green sugar company packaging with nutrition facts and branding for Florida Crystals organic raw cane sugar, featuring a leaf pattern on a green background.

Comparison of two green packages of raw cane sugar by Florida Crystals, showing a before and after change in packaging design, with the first on the left labeled 'RAW CANE SUGAR' and demonstrating a more colorful, vibrant look, and the second on the right labeled 'Organic Raw Cane Sugar' with a simpler, more minimalistic design.

A kitchen countertop displaying various baked goods and baking ingredients. There is a bag of Florida Crystals light brown sugar in the center, along with cookies, eggs, chocolate chips, butter, flour, and a baking utensil. In the background, there is a green stand mixer, a white mug, and a vase with purple flowers.

A bag of Florida Crystals long grain white rice and a bowl of rice with vegetables and grilled chicken.

Two bags of Florida Crystals rice (brown and white rice) with bowls of cooked rice in between.

A metal container filled with sliced green apples, hazelnuts, and two granola bars. Behind the container, there are two bags of Florida Crystals organic brown rice, with the label indicating they contain light brown rice.

A meal setup including a large salad bowl with rice, grilled chicken, cheese, avocado, and vegetables, a small bowl of salsa with tomatoes and cilantro, a bowl of radishes, a glass of water with lime, a small bowl of corn, a bag of rice, and a container of green dressing on a table.

Six icons arranged in two rows on a light green background. The top row features a hand holding money, a bee, and a bag of chips. The bottom row shows an owl, an eagle, and a pineapple.

Open cardboard box of Florida Crystals organic light brown raw cane sugar with lid partially open, green background.

Package of Florida Crystals regenerative organic raw cane sugar with green packaging, showing two smaller boxes and one larger box, all with branding and product information.

Collage of environmentally themed images and text promoting sustainable agriculture. It includes phrases like "Nourishing the Earth & Our Communities," "Harrow," "The Night Watch," and details about rice hulls being upcycled into biochar to lock in carbon for over 1000 years, with visuals of crops, greenhouses, and natural textures.

Green tote bag with a yellow bee graphic and the text "Protecting Our Pollinators" and "Since 1960" printed on it, placed on a white surface with shadows.

Folded green T-shirt with printed slogan and graphic promoting healthy plants and a happier life.

White T-shirt hanging on a wooden hanger against a chain-link fence with a blue sky background. The T-shirt has green text and graphics that say 'SUGAR FROM THE SUNSHINE STATE' with imagery of palm trees, a sun, and the text 'SINCE FC 1960'.

Two towels with the words "Sunshine State of Mind" and green floral designs, placed on green tiled wall.

Results

The new packaging design was an award winner for Graphic Design USA's 2021 American Package Design Awards in the Food and Beverage category

Collection of stickers on a green background, including multiple mentions of 'Sunkissed Sugarcane', promotional phrases like 'It's Pretty Sweet Here', and references to pollinators like bees, with palm trees and sun illustrations.

Four rectangular packages wrapped in yellow paper with white floral and honeycomb patterns, tied with string, are stacked on a plain white surface.

A sheet of honeycomb-patterned wax with bee and flower designs, placed on green grass blades.

Florida Crystals holds an estimated 12.7% of total U.S. sugar processing industry revenue, making them the category leader by market share.

The organic sugar market was on a steep growth trajectory, and Florida Crystals held the largest market share in U.S. sugar processing. The redesign landed at the front of that window and helped carry the brand through it.

Three safety posters on a metal wall. The first poster is green with white text saying "Arrive safe. Work safe. Go Home safe." with a safety helmet icon at the bottom right. The second poster is beige with green text quoting "If you see my mom or dad doing something unsafe, please stop them." and has a photo of a smiling child wearing a helmet, with a green background. The third poster is lime green with black text saying "SAFETY TAKES NO BREAKS Practice safety on the job, road, and home." and features a small icon of a roadblock.

A large green and white billboard on the side of a building promoting regenerative agriculture and climate change awareness. It features text about upcycling rice hulls into biochar, boosting soil health, and protecting the environment, along with graphics of rice plants and birds.