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SWEETEN, CITIZEN ! 

BEGHIN SAY

Capture d’écran 2018-04-18 à 11.03_edite

Sugar went through a dark period during the so-called

“war on sugar.” How could we give sugar a second life?

For the launch of the new Beghin Say packaging in France, we decided to turn the act of consuming sugar into a symbolic gesture of resistance, giving the brand a playful and irreverent universe and tone of voice.

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