BrandOpus looks to “British wit” in Silver Spoon rebrand

The consultancy says it has built the new identity around a reworking of the brand’s spoon icon.


BrandOpus has created a new identity for sugar brand Silver Spoon, which aims to evoke “British wit”.

The consultancy says the rebrand comes as the sugar category “has been under increasing pressure to create stronger brand engagement due in part to changing consumer views around sugar, and the growing focus on innovative range extensions”.

It says it was tasked with “bringing a brighter perspective” to Silver Spoon and “softening the more formal undertones of the brand”.

The new identity is focused around a reworking of the brand’s spoon motif, which BrandOpus says is Silver Spoon’s “most recognisable asset”.

BrandOpus says “[The spoon has been transformed] from a utility into a reflection of the brand’s sense of joyfulness.

“It now serves the dual role of appearing as both a spark of inspiration and a quirky, expressive face to reflect the notion of Silver Spoon’s ability to inspire and be enjoyed.”

The redesign is inspired by “British wit”, the consultancy says.

Paul Taylor, executive creative director of BrandOpus, says: “With this new identity, Silver Spoon feels less commoditised as a brand.

“The identity, and pack designs are full of witty little quirks to make consumers smile when they are discovered. The brand is no longer about function, but about making every day brighter.”

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