At Pentagon Design, we partnered with RFSU to evolve its iconic Sultan brand, giving it a new name and a more inclusive identity aligned with the brand’s values and future audiences.

The Sultan name had become outdated and no longer reflected the brand’s commitment to responsibility. To lay the groundwork for the rebrand, we explored the brand’s existing perceptions and customer associations. Based on these insights, we defined a new brand strategy, sharpened its promise and established the core elements of its communication.

The result was Tunto – a new name that better resonates with its target audience and reflects the brand’s core values of quality, trust and responsibility. The packaging was also gradually renewed, retaining strong brand recognition throughout the transition.

The renewal of the identity created a stronger and more lovable visual identity for the parent brand, as well as a completely new packaging design concept for the it.