Lisa Merriam

Branded Packaging: Domino Sugar New Canister Package Innovation

Branded packaging is an effective way to elevate a generic product into something consumers are willing to pay just a bit more for. If your brand is caught in a commodity trap, packaging can be a profitable differentiator.

See how Domino Sugar broke out of the bag (which always seem to leak). Sugar is sugar. The generic is the same as the expensive national brand—that is until Domino Sugar introduced a new package that consumers love so much they pay 12 to 46 cents more per pound. Domino Sugar has learned that great things come from innovative packaging.