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Equal, a brand leader among zero-calorie sweeteners, has unveiled a fresh new look for its logo, packaging and website.
The new brand logo features a lowercase script set against Equal's signature blue background, with the new packaging allowing consumers to more easily identify the various Equal product boxes by color and type of sweetener.
While all three offerings are grounded in the dark blue backdrop, each features a burst of distinguishing color, including Equal Original (blue), Equal Saccharin (pink) and Equal Sucralose (yellow).
“After more than 20 years with the same logo, it was time for an updated and modern look,” said Cheryl Gill, director, North America Marketing for Merisant US, Inc. “The new logo is familiar yet contemporary and conveys indulgent sweet gratification and the brand’s 0 calorie promise.”
Equal’s website has also been redesigned to mirror the new packaging, with easy navigation allowing consumers to quickly find product information for each type of sweetener as well as health and nutrition guidelines. The Equal “kitchen” features cooking and baking tips and a recipe finder with the ability to search for everyday dishes and special treats. The site also features a sweetness conversion chart, product locator, guidelines for managing diabetes and information on Equal’s partnership with the American Diabetes Association.
Chicago-based Merisant, manufacturer of Equal, is a global leader in the sweetener industry and has a presence in more than 90 countries with over 420 employees worldwide.