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Positive energy

The task

Rebrand the sugar and renewable energy businesses of CSR Limited.

The insight

CSR’s sugar and renewable energy business is now free to tell its own powerful story of sustainable processes, separated from the vastly different operations and strategies of the wider CSR group, which include interests such as Gyprock, cement and glass manufacture.

The solution

We developed a new brand strategy, name and identity for the business. The new Sucrogen symbol tells the story of sugar as a natural resource – from sunlight and water to nutrition and fuel. We also worked with leaders and employees across the country to build understanding of the new Sucrogen brand. The new identity received a distinction in the global ReBrand 2011 awards.