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Carlita Bryant

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
Packaging Design 2
Faculty:
Ania Borysiewicz
Term:
2024 Summer

N'Joy

In 1985, a company named Sugar Foods Corporation came up with a brand of food products designed to be a staple in office breakrooms, hospitality, convenience stores, and homes alike. The brand was later refined to meet distributor and manufacturer demands. This packaging design project took on the challenge of redesigning the identity and packaging for N’Joy, a corporate-level sugar brand that can only be bought in bulk at wholesale websites and office-supply stores. Further research revealed that, although hard to get your hands on from a consumer level, it is still considered to be a breakroom staple. I conceptualized a redesign that considered both efficiency in production and the effect on corporate employees throughout the workday.

Process:

Building the packaging system for N'Joy required in-depth demographic and market trend research, as well as an understanding of consumer products at the B2B level. Iterative development of logos, colors, forms, and packaging, and learning both SolidWorks and KeyShot were crucial to this project's success. Process Book can be found at the project link.

Learning Outcomes:

N'Joy taught me a deeper appreciation for the intentionality of a brand identity system as it relates to physical forms, especially when considering both sustainability and financial feasibility for wholesale products. The project's development was a sweet introduction to the rigor of large-scale production. 

Project Website:
https://carlitabryant.com/n'joy-sugar
Tags:
3D Design,
Branding,
Packaging,
Research-Based Design
Given its popularity in corporate spaces, I leaned into a conceptual narrative that emphasizes N’Joy’s unique positioning. N’Joy emphasizes the profound impact of a sweet, revitalizing pause amidst the hustle of the workday. Rooted in values of collaboration and professionalism, the brand effortlessly integrates into daily routines, fostering personal rejuvenation while deepening workplace connections. N’Joy is dedicated to inspiring a collective journey toward enhanced well-being and transforming mundane moments into sweet opportunities.
Through market research of the sugar landscape, I found the brand to be functional and efficient, currently prioritizing its cane sugar and powdered coffee creamer. It primarily serves larger-scale audiences, where other sugar brands have the advantage of recognizability. With this in mind, I saw an opportunity for N’Joy to open up to adjacent markets, including hospitality and conference spaces. Considering the experience of the consumer, I also saw an opportunity for N’Joy to adapt to the new generation of corporate employees with both their product offerings and approach to branding.
Understanding the manufacturing process for corporate-level packaging meant deciding what was going to stand out amongst other brands while prioritizing efficiency and sustainability. With a minimal approach to typography and emphasis on form over graphics, I created a system that signals consumers to take a moment to pause. The conical forms of the canisters utilize the significance of stability as a symbol. I designed refillable aluminum canisters to give N’Joy the chance to play their part in sustainable practices. The new identity adapts the hero color of red to maintain a piece of the original branding while having a shelf/counter impact.