Zùsto, the one2one alternative to sugar. Zùsto is a full-fledged substitute for sugar, intended for home bakers, professionals and diabetics, with 75% less calories.

DesignRepublic was approached when the product was still in its development phase. We wanted to reflect the endless variety of applications of the product and that is why we have used a messy, action paint-like background. As in action painting, the action, the gesture of the making is the starting point… just like in cooking.

We also helped with the naming: ‘Gusto’ in Italian is ‘taste’, in English ‘Gusto’ means ‘doing something with enthusiasm’, and we replaced the ‘G’ by the ‘Z’ of ‘zoet’, which is ‘sweet’ in Dutch. Zùsto = Gusto with a ‘Z’.

The challenge was to create an appealing name, an attractive branding and great packaging for a product that is revolutionary but completely unknown in the market at the time of its launch:

With Zùsto, an explanatory name was set. By adding the tag line ‘Zùsto, More Pleasure, Less Guilt’ we added some fun to the brand, as that is what it is all about. Even in the storytelling the fun continues: ‘Zùsto, the Zmarter choice’. The background of the packaging, with the action painting like visual reflects the more revolutionary characteristics of the product.

In addition, Zùsto is also on a strong commercial upswing. The brand has tied up with one of Belgium’s most renowned Michelin-starred chefs Lionel Rigolet of Comme Chez Soi, as well as one of the master pastry chefs Bernard Proot of Del Rey. The product is also used in some products of the private label of the Belgian supermarket chain Delhaize.