Leading food-tech startup Resugar has partnered with brand consultancy SIDE ST to create a fresh brand identity. Facing the dual challenges of market scepticism and increasing competition, Resugar needed a rebrand to convey its unique value proposition as well as its scientific and environmental ethos.

SIDE ST was tasked with transforming Resugar from a perceived ordinary sugar substitute into an impact-driven innovative brand that leads in the food-tech industry.

Resugar has developed the first natural, 1:1 sugar substitute that tastes and behaves like real sugar, designed for global manufacturers. The SIDE ST team crafted a brand that highlights Resugar’s role as a forward-thinking and responsible choice for manufacturers who are aiming to serve a healthier, socially conscious product without compromising on quality or taste.

Alongside the new branding, SIDE ST redesigned the Resugar website and all digital touchpoints, based on a messaging crafted by New York-based Blue Seedling, to ensure a fresh and cohesive brand image.

The new visual identity for Resugar draws inspiration from the structural essence of sugar itself. The rebrand integrates motifs of sugar cubes and molecular structures, incorporating imagery elements from nature, technological environments and confectionary delights. This concept was brought to life through modular design elements, creating a sense of innovation and flexibility.

The new colour palette reinforces the brand’s positioning as a trusted sugar substitute. The primary colour – a vibrant tech-inspired blue recognisable within the tech and startup world – was chosen to reflect both scientific precision and trust. While an ivory hue – more commonly associated with the culinary world – adds an organic feel and evokes purity.

This eclectic mix was designed to illustrate the comprehensive impact of Resugar on the food industry, environment and everyday life, portraying a holistic ecosystem centred around innovation, social and environmental responsibility.

“Right from the start, SIDE ST clearly got us,” said Niv Ben-Ami, CEO of Resugar, “They perfectly understood what we needed and crafted an identity that resonates with our vision and business goals. We’re thrilled with the results and how effectively the new brand and website have positioned us. The impact is already tangible – we’re seeing a significant positive response when engaging with customers and partners”

Maor Ofek, Founder of SIDE ST, commented: “Being in a highly competitive, long-established market where more and more startups are trying to grab the attention of food manufacturers, it was crucial for us to build a brand aimed at positioning Resugar as an innovative sugar substitute pioneering the food-tech industry. Our goal was to highlight its unique characteristics as a B2B brand committed to innovation, impact and research. We truly enjoyed working with Niv and the entire Resugar team to bring this vision to life.”