Sweet White Space

I had been meaning to write about the packaging and identity that Pentagram partner Paula Scher did recently for the new player in the sweetener category, Truvia. Then, with the swirl of the Holidays and the craziness of trying to finish things before and around them, I just kind of forgot. A couple of days ago, while grocery shopping with my parents and the rest of the Vit clan in a grocery store five or forty-three times bigger than our Brooklyn Key Food, the new Truvia packaging literally stopped me in my tracks as I reached for my own preferred sweetener (Splenda). Sweetener aisle in a Houston, TX grocery store. At Pentagram’s New section you can see the full identity, packaging and explanation in handsomely photographed images. “Truvia™ is designed,” reads one