Ten false myths on sugar

Context
COPROB Italia Zuccheri is a producers’ cooperative leader in the Italian sugar beet section. They contacted us to help them debunk some false myths on sugar to better inform their employees and consumers on the processes, raw materials and production.

Process
We worked side by side with a team of nutritionists to understand some common sentences (e.g. cane sugar is better than regular white sugar, or, sugar is the first cause of obesity) to translate them in an immediate and simple way, without overlooking technical and dietary details.

Solution
We realized two integrated tools, each of them having a sugar cube as the main character. A set of 10 illustrated postcards that, in an ironic and accurate way, described every “false myth”. They were also summarized into a poster, as an overview of everything there is to know on sugar.