Kellogg’s has been a breakfast staple for 100 years, putting smiles on people’s faces while reminding them of their childhood. Nowadays, the shelf is packed with competitors vying for attention – and the brand’s identity has been lost.
We took on Kellogg’s biggest redesign ever, covering the entire European portfolio. Our mission was clear, to return Kellogg’s to its iconic status while making it stand out on the shelves.
Using our unique BrandAsset Valuator tool to track perception, we identified that Kellogg’s messaging had been muddled over the years. The brand was seen as less progressive and aged. Nevertheless, we found that Kellogg’s was still perceived as the true, authentic and original leader of its category. With that in mind, our strategy was to give them a clear message: “the natural choice for breakfast”, meanwhile keeping their authentic flair.
We began simplifying the packaging, which allowed us to leverage the inherent strength of the most powerful brand elements. We updated the distinctive Kellogg’s logo, cropping the wordmark to demonstrate that, even with 100+ years of history, Kellogg’s remains playful and fun.
We also wanted to emphasize Kellogg’s most valuable asset: natural grain goodness. We created a seed-to-spoon story using iconography in a simple, visual way that celebrates Kellogg’s commitment to sustainability and its respect for food.