Gulavit - Turning a Commodity into a Value-Added Consumer Brand
Gulavit is a vitamin-fortified sugar brand developed by PT Pesona Inti Rasa for a new generation of urban consumers who are becoming more conscious about the products they choose. In a category traditionally treated as a commodity, the opportunity was to create a more distinctive proposition by combining everyday sugar with added vitamins.
The challenge was not simply to make Gulavit look different. The brand needed to clearly communicate its added value while moving away from the conventional visual language of packaged sugar, where imagery of sugarcane is commonly used and products often appear similar on shelf.
We developed the brand identity, logo, custom illustration, and packaging system around the idea of positioning Gulavit as a more contemporary, value-added alternative within the sugar category.
Instead of using the expected sugarcane imagery, we created a series of custom lifestyle illustrations depicting active, positive, everyday moments. This gave Gulavit a more youthful and urban personality while visually reinforcing the idea that the product offers something beyond conventional commodity sugar.
A clear color-coding system was developed to differentiate the vitamin variants, allowing consumers to recognize each product more quickly while maintaining a consistent brand identity across the range. The packaging architecture was designed to work systematically across multiple pack sizes, from smaller consumer packs to larger formats.
The result is a scalable FMCG packaging system that transforms Gulavit from a generic sugar product into a recognizable consumer brand—combining strong shelf differentiation, clearer variant navigation, and a distinctive visual language built around its vitamin-fortified proposition.
