HERO

United Sugar Producers
& Refiners

United Sugar Producers & Refiners is a customer-focused sugar provider, serving industrial and retail buyers nationwide. With the recent addition of the Savannah refinery, we saw an opportunity to re-evaluate our brand identity and messaging. Our challenge was to create a flexible design system that unites the two products we represent—sugar beet and sugar cane—into a cohesive and versatile brand.

CLIENT: UNITED SUGAR
AGENCY: CALLAHAN
ROLE: CONCEPT DESIGN, CREATIVE/ART DIRECTION

USPR_logo
farmer_vest

Our Approach

To distinguish United Sugar Producers & Refiners as a cooperative, we recognized the need for a flexible, comprehensive brand system that conveys both warmth and forward-thinking energy. By embracing a distinctive serif logo type, a warm color palette, and elegant typography, we crafted a brand identity that sets them apart from the traditional design landscape.

Old_logo_United_Sm_master_1280x720
AfterFin_United_Sm_master_1280x720

The ‘leaf-device’ – United’s most recognizable asset – is the foundation for the vibrant new identity. The leaves combine sugar beet and sugar cane leaves to form the ‘U’ in United, symbolizing not only the products United represents, but also the unity of the cooperative of farms and farmers behind the brand.

u-logo-story
United_hero_1440x800
United_bagofsugar_50-50
HardHat_United_50-50
Silo_United_50-50
Sugar_cane_United_50-50
Field_United_Large_master_2560x1440
Detail2_United_Large_master_2560x1440
United_logo_group
guide_United_Large_master_2560x1440
Faarmer2_United_50-50
SugarCane_United_50-50
WEb_United_Large_master_2560x1440
8Panel_United_Large_master_2560x1440
Bulk2_United_50-50
sugarBowl_United_50-50
Social2_United_Large_master_2560x1440
Truck_United_Large_master_2560x1440

Inquires: hello@danrood.com  |  About