Billington's redesign

This case study describes how an eye-catching new design reversed the declining rate of sale in the UK of Billington's unrefined brown sugar.

Billington's redesign

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Executive summary

Design as a defensive tactic

Anonymous on shelf and with a low profile among consumers, Billington's unrefined brown sugar was simultaneously being undercut by private label and threatened by established white sugar brands newly extended into the sector. Delists loomed large.

Billington's took the brave decision to invest in design. With eye-catching new packaging, the brand dramatically increased its awareness, reversed its declining rate of sale and as a consequence held its sales in a declining market sector.

If the white sugar competitors had replicated their shares of that sector in speciality brown, Billington's value...

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