S.U.N
A fibre-led brand built to cut through the noise
S.U.N. Simple, Uplifting, Nutrition. A bold, design-led brand built on one ownable idea: fuelled by fibre, dealing in facts, not fads.
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S.U.N. Simple, Uplifting, Nutrition. A bold, design-led brand built on one ownable idea: fuelled by fibre, dealing in facts, not fads.
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+ Brand & Brand World Development
+ Brand & Packaging Guidelines
+ Art Direction
+ Packaging
+ Website
+ Brand & Packaging Guidelines
+ Art Direction
+ Packaging
+ Website
Role: Senior Designer (Freelance)
Agency: PepsiCo Design Centre (UK/EMEA)
CD: Maria Mas DD: Shane Goldberg
Agency: PepsiCo Design Centre (UK/EMEA)
CD: Maria Mas DD: Shane Goldberg
CHALLENGE
Repositioning a chip brand into a fibre-led snacking brand.
Repositioning a chip brand into a fibre-led snacking brand.
S.U.N grew out of Sunbites, an established multigrain snack known for its chips but boxed in by them. The brief was a full reposition: move from a wholegrain chip brand to a fibre-led master brand with a single ownable idea, one that could stretch across crackers, nuts and new snacking formats, not just the bag it started in. The better-for-you snacking category had become noisy and confusing: shelves full of competing claims, and consumers increasingly unsure what "healthy" actually meant. The opportunity was to cut through that confusion with one credible idea: fibre. The brand needed to feel simple, honest, and confident where the category was complicated and vague.
The core problems to solve:
The core problems to solve:
- Repositioning a recognised chip brand into a fibre-led brand built to scale across formats
- Building a distinctive, ownable identity around a clear, fibre-led proposition
- Cutting through a category defined by clutter and competing health claims
- Pairing genuine nutritional credibility with broad, aspirational appeal
- Creating a system bold and flexible enough to scale across SKUs, formats, and markets
MY ROLE
Senior designer on the project, working under the design lead, owning the craft across brand identity, brand world and packaging:
Senior designer on the project, working under the design lead, owning the craft across brand identity, brand world and packaging:
- Crafted the logotype and the full type system, including the vertical S.U.N lockup and the bold, condensed voice that runs across every touchpoint
- Defined the colour palette, signature yellow and brown with a beige accent, and the colour-coded variant system across the range
- Built the brand identity and brand world, from the rising-sun device to how the brand shows up across packaging, apparel, social, and OOH
- Designed the packaging system across the range, keeping it consistent while letting each variant own its flavour
- Shaped the photographic direction, art-directing the product shoots and briefing the wider lifestyle imagery
- Extended the system for the EU rollout, adapting the brand and packaging for European markets ahead of launch
PROCESS
The strategic idea was Simple, Uplifting, Nutrition. Internally, the design idea that drove every decision was "CUT TO IT." However the brand showed up, whether visually, tonally, or experientially, it had to be direct, bold, and clear. High fibre. Less blah blah.
These translated into three principles which were designed against: ICONIC (simple, bold, clear, no clutter), CREDIBLE (more than a snack, exactly what it says on the bag), and ACCESSIBLE (making wellbeing easy where the category made it confusing).
In practice, the system leans on type. The vertical S.U.N lockup and heavy condensed type do most of the heavy lifting, built to read instantly and own space on shelf with very little else around them. A signature yellow and deep maroon keep it unmistakable, the rising-sun device flexes from a small pack icon right up to signage, and variant colours let each flavour stand apart while the system holds together. The packaging carries all of this across the range, with a clear, easy-to-navigate hierarchy and the fibre message front and centre.
To make the food work as hard as the branding, I art-directed the product shoots with the photographer and shaped the brief for the wider lifestyle imagery, so the snacks looked as bold and appetising as the brand sounded. The same idea extends beyond the pack into apparel, social, phone cases, and OOH, all captured in a brand playbook so it can scale consistently as the brand grows into new markets.
The strategic idea was Simple, Uplifting, Nutrition. Internally, the design idea that drove every decision was "CUT TO IT." However the brand showed up, whether visually, tonally, or experientially, it had to be direct, bold, and clear. High fibre. Less blah blah.
These translated into three principles which were designed against: ICONIC (simple, bold, clear, no clutter), CREDIBLE (more than a snack, exactly what it says on the bag), and ACCESSIBLE (making wellbeing easy where the category made it confusing).
In practice, the system leans on type. The vertical S.U.N lockup and heavy condensed type do most of the heavy lifting, built to read instantly and own space on shelf with very little else around them. A signature yellow and deep maroon keep it unmistakable, the rising-sun device flexes from a small pack icon right up to signage, and variant colours let each flavour stand apart while the system holds together. The packaging carries all of this across the range, with a clear, easy-to-navigate hierarchy and the fibre message front and centre.
To make the food work as hard as the branding, I art-directed the product shoots with the photographer and shaped the brief for the wider lifestyle imagery, so the snacks looked as bold and appetising as the brand sounded. The same idea extends beyond the pack into apparel, social, phone cases, and OOH, all captured in a brand playbook so it can scale consistently as the brand grows into new markets.
OUTCOME
S.U.N launched as a complete, design-led brand system built to scale, spanning identity, a full packaging range, brand world, tone of voice, and a brand playbook.
(Commercial results from the relaunch aren't yet available. The 2025 growth figure predates the rebrand and is included as launch context, not as an outcome of the redesign.)
S.U.N launched as a complete, design-led brand system built to scale, spanning identity, a full packaging range, brand world, tone of voice, and a brand playbook.
- Launched in the UK late Q4, with EU (Spain, Netherlands, France and Turkey) rollout from Q3 2026
- It enters a category with real momentum behind it: fibre is having a genuine cultural moment ("fibremaxxing"), and the business it evolved from carried strong commercial growth into the relaunch (31% growth in 2025, Nielsen, pre-rebrand)
- A flexible system designed for expansion, ready to carry the brand across new SKUs and markets
(Commercial results from the relaunch aren't yet available. The 2025 growth figure predates the rebrand and is included as launch context, not as an outcome of the redesign.)