BORN SWEET
ZING

Client:

ASR Group

Project:

Masterbrand name, Brand name, Brand architecture

1/2

ASR Group decided to rebrand Domino Light, a zero-calorie, stevia sweetener due to disappointing sales and consumer confusion – they thought it was a sugar-based product. Looking for a fresh start, ASR needed a name that would stand out from the sea of sameness in the sweetener category and signal a natural, healthier product without denigrating sugar.

Light and playful, Born Sweet was developed for the masterbrand. With natural, healthful connotations, it is open-ended and can encompass a variety of sweeteners and products. Born Sweet Zing was created for the line of stevia products, creating a sense of energy and excitement for the brand. 

Brands

NEJM-LOGO
norvir-LOGO
1-alli
13-pure-leaf
ethicon-LOGO
6-littlebites
4-maybelline
8-skinctive
9-nicoderm
5-lifewtr
10-prego
12-well-yes!
3--born-sweet-zing
14-roc-logo
11-nyc-sbs-design-lab
15-zengut
md
NEJM-LOGO
norvir-LOGO
1-alli
13-pure-leaf
ethicon-LOGO
6-littlebites
4-maybelline
8-skinctive
9-nicoderm
5-lifewtr
10-prego
12-well-yes!
3--born-sweet-zing
14-roc-logo
11-nyc-sbs-design-lab
15-zengut
md

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