CAROCANNE

PROJECT INFO

Project Background
One of the economic pillars of the island of Mauritius is its sugar production. The island is known for its large sugar cane fields which also have historical importance. Ironically, in the past, a lot of this sugar was exported to other countries, and Mauritians mostly consume imported sugar. With the implementation of the “Made in Moris” label, more and more people are looking for locally-made products to support Mauritian companies.

Project Objectives
• To create a distinct visual branding that feels artisanal and friendly.
• To make a packaging design for Mauritian sugar targeting Mauritians.
• To design 6 social media posts for the promotion of the brand.

Target Audience
CaroCanne’s tone is artisanal and friendly. They are targeting the general adult Mauritian consumer. They buy sugar as an everyday ingredient but would like a locally made one. They are on the lookout for local products to support Mauritian companies.

Disciplines
Branding, Packaging Design, Advertising

Date
2023

Tools & Platforms
Adobe Illustrator, Photoshop, Blender

BRANDING

The branding for CaroCanne has a dark green as the primary colour to be reminiscent of sugar cane stalks. The lightest colour is a beige off-white to give more of a vintage and artisanal look. Instead of pure black, dark brown was used to give a slight warmth for friendliness. The logo consists of three sugar cane stalks nestled inside a tombstone shape. The sharp corners provide an established look that makes the company seem reliable.

GRAPHIC TOOLBOX

I started by sketching a few thumbnails and by looking for inspiration. I finally settled on a combination of 1 and 7.

PROCESS

Sketches of various styles of sugarcane illustrations and packaging designs, including labels with the words "CarCanna" and "Proud."
Six logo designs for CaroCanne mug, with three in green and three in black, featuring stylized illustration of sugarcane with the text "MAURITIAN CANE SUGAR," "CaroCanne," and "EST.2024."

PACKAGING DESIGN

All three packaging designs consist of a window cutout that, when filled with their respective sugars, forms an image of an iconic symbol of Mauritius. The motifs have a coloured circle behind them to make them pop. Each sugar has a specific colour so customers can recognize the type easily. Together with the logo, the three packages make up the Mauritian flag colours – red, blue, yellow, and green. The green bar a the bottom balances the composition with the text-heavy top. The logo for the “Made in Moris” label has been added to certify that the sugar has been made locally. Each packaging also contains a small paragraph informing customers of the type of sugar and some suggestions for use. This is a soft call to action.

The dark muscovado sugar packaging motif is the Crystal Rock of Mauritius. It is an emblematic feature of the island and has been used repeatedly in various Mauritian media. Blue was chosen to reflect the sea and water in which the rock sits in.

DARK MUSCOVADO

A 1 kg package of dark Muscovado Mauritian cane sugar on a blue background.
A brown paper bag of Mauritian cane sugar with a white label displaying the brand name CaroCane and nutritional information, standing against a plain blue background.

The demerara packaging has the dodo bird as its motif. This famous extinct bird was indigenous to the island and is instantly recognizable by everyone.

DEMERARA SUGAR

Packaging of Demerara sugar with a cartoon turkey illustration on an orange background.
A brown paper sack of Mauritian cane sugar with a white label, set against an orange background.

The white sugar packaging has frangipani flowers as its motif. This flower is a popular tropical one that grows in the island’s coastal regions. Yellow was chosen for the circle to echo the flowers’ cores.

WHITE SUGAR

A 1-kilogram bag of white cane sugar with a white and yellow label featuring floral designs, placed on a yellow background.
A beige paper bag of Mauritian cane sugar with a white label on a yellow background.
Packaging of Dark Muscovado Mauritian Cane Sugar with green and blue design, logo, and a graphic of a sugarcane field. The label highlights its use in cookies, chocolate cake, and caramel, and indicates it is made in Mauritius, weighing 1 kilogram.

PACKAGING LABELS

Packaging of Demerara Sugar featuring a cartoon white bird with a yellow beak, standing in front of a red circle. The label indicates that it is Mauritian cane sugar, 1 kilogram, made in Mauritius. The top left corner has a green logo with sugarcane and the text "Mauritian Cane Sugar" and "CaroCanne EST. 2024". The bottom of the package describes Demerara sugar as minimally processed with notes of caramel and toffee, ideal for tea, coffee, crumbles, and sauces.
Packaging label for Mauritian cane sugar called CaroCane, established in 2024, made from Mauritian sugar cane, ethically sourced, with highlights about artisanal craftsmanship, Mauritian origin, and local authenticity. Contains nutritional facts and contact information for the supplier.
Package of Mauritian white cane sugar with white and yellow plumeria flowers and green leaves on a white and yellow background. The label indicates it is 1 kilogram of white cane sugar, made in Mauritius, and produced by CaroCanne.

I sketched out a few thumbnails with varying compositions and emblematic Mauritian elements like Sega dancers and iconic natural features/landmarks. I then went into Illustrator to iterate the designs further. I did some research into the available packaging for sugar in Mauritius and used Blender to create the mockups for the chosen type. I wanted to challenge myself and learn how to use Blender for the first time.

PROCESS

Hand-drawn sketches of various mobile app screens featuring brand 'Can Can' and different product images, labels, and illustrations.
Collection of five Mauritian cane sugar product packages, including Demerara Sugar and Dark Muscovado, with illustrations of sugarcane plants, a bird, a island, and informational text.
A 3D-rendered image of a bag of dark muscovado sugar on a blue background, shown in a digital modeling software interface.
A 3D rendered model of a packaged product, dark muscovado Mauritian cane sugar in a silver, reflective bag with a label showing a landscape, text, and a weight of 1 kg.

SOCIAL MEDIA POSTS

The social media posts are a mix of pure advertising, recipes, trend-hopping, and information that provides value for people who follow the page. The photos are kept colourful to reflect the vibrant culture of the island. The heading of each post is in Mauritian Creole to attract the population and be relatable to them. The smaller text is in French, as most of the population speaks it as well. CaroCanne’s logo is on every post to promote brand awareness and cohesiveness.

Packaging of Dark Muscovado Mauritian cane sugar with product description in French, featuring a product label, a blue background, and a CaroCanne logo.
A package of Demerara sugar with a cartoon turkey on the label, placed among green leaves with a bowl of sugar nearby. The image promotes an ethical choice of sugar from Mauritian cane, emphasizing natural sweetness and sustainability.
Photo of three bags of sugar labeled Dark Muscovado, Demerara Sugar, and White Cane Sugar, with text in French and a Mauritian cane sugar logo on a blue background.
A slice of cake on a white plate with a gold rim. Text in a green box asks, "Bizin ene bon recet maspin? Check dan caption!" and a logo in the bottom right corner features a cane plant with the words "Mauditian Cane Sugar, CaroCanne, EST. 2024."
A promotional image for CaroCanne celebrating Independence Day with a banana pie, featuring the pie with a lattice crust and a slice removed. The text in Malagasy reads "Selebry fête l'independance ek ene tarte banane," and the logo of CaroCanne is visible at the bottom left.
Bag of Mauritian white cane sugar with a yellow and green design, alongside promotional text in French about enjoying the sugar in desserts.