Entering the premium space
At a time when the confectionery category was elevating itself through gold foil, embossing and indulgent cues, START explored the idea of moving further upmarket. The result was START! Premium — a range priced approximately 20% above the already premium core product, featuring more exclusive ingredients such as fresh coconut, dates and banana chips.
The ambition was to follow the premiumisation trend and borrow visual signals from the candy aisle, where metallic finishes and tactile packaging helped justify a higher price point. The design language therefore leaned into richer colours, elegant typography and a more refined ingredient presentation.
A discussion about naming
This project also sparked an internal strategic discussion. I questioned the explicit use of the word “Premium” in the product name. My view was that premium should be communicated through design, materials, hierarchy and storytelling — not declared. If you have to say it, you risk weakening it. Premium is something the consumer should feel, not be told.
At the same time, the market context mattered. Marabou had successfully launched a series called “Premium”, and the naming convention had already been validated in adjacent categories. In the end, we found a compromise: the master signal “Premium” remained, but we strengthened the sub-sub branding — Sensation and Fantasia — giving the range more character and individuality.
The learning
Premium is not only about price or ingredients. It is about coherence between expectation, experience and expression. And sometimes, brand building is not about winning the argument — but about shaping the outcome so it still feels strategically right.