Kellogg has announced a portfolio-wide redesign of its cereal boxes across Europe that remains instantly recognizable through innovative use of the well-known Kellogg’s logo. The revamped packs – which include brands such as Kellogg’s Corn Flakes, Kellogg’s Crunchy Nut and Kellogg’s Coco Pops – feature bold and striking colors to drive attention on the shelf. Luc Speisser, President of Landor Europe says: “The pack is the most tangible manifestation of the Kellogg’s brand. We saw it as a platform to renew their identity and their commitment to the wellbeing of customers. By working with Kellogg’s, we’ve helped modernise a well-known brand, focusing on what makes them truly unique and helping people fall in love all over again.”
The design answers the consumer desire for more transparency on pack. The new labelling is much easier for people to read, with claims prioritized to facilitate better understanding and comprehension. A new visual language has been created so consumers can understand more about the food, and also about the brand. The design cues on pack depict the simplification of the food inside the box. The short journey from seed to spoon is brought to life by stylized icons.