Dominos Sugar recently introduced new packaging, maintaining their iconic yellow and blue coloring but a completely new and updated style and design. Besides being more appealing aesthetically, the packaging also makes the product easier to use with an “easy pour” top. Competing as a commodity product can be tough as little can be changed to the actual product itself. I think Dominos Sugar did the right thing by upgrading their look as their old packaging could definitely be seen as outdated. The brand looks rejuvenated and the new style effectively differentiates Dominos Sugar from store brand sugars. I especially like how they incorporated how people use and feel about sugar into the design with the swirling effect. Just goes to show how vital marketing research is. Focus groups truly are so useful!