Four Generations of Sweetness

Industry

Food & Beverage

Service

Brand Strategy Brand House Design Brand CIS Development

Summary

52 Sugar is more than a brown sugar brand—it's a brand that tells culture through brown sugar. Since 1952, when the founder established Xinnan Sugar Factory in Chiayi, four generations of craftsmanship, taste memories, and cultural roots have been preserved—they just hadn't been told well. 52 Sugar's dream isn't to become the world's largest brown sugar factory, but to one day have brown sugar recognized by UNESCO as intangible cultural heritage. They don't just select sugar—they select stories. 52 Sugar carefully selects 52 brown sugar origins, so the world can taste the purest soul of brown sugar. THE PARTNER brought this extraordinary belief to life through creative visuals.

What we did

• THE PARTNER found the connection between family memories and brand vision, helping 52 Sugar build a brand proposition and naming logic that could be spoken—making "brown sugar isn't just an ingredient, it's culture" truly come to life.
• Designed a cultural vocabulary for 52 origins, breaking free from the "agricultural processing brand" framework and establishing its role as a curator of brown sugar culture.
• Transformed 52 Sugar from an imagined brand into a formally launched brand, establishing its unique brand identity and narrative structure.