Image credit: Landor

John Murinye Landor Kellogg's

Image credit: Landor

Kelloggs worked closely with Landor to redefine and redesign its cereal product packaging range. The effort saw a much cleaner and more immediate design, with the intent to help customers find and understand their products easier.

We took on Kellogg’s biggest redesign in a century, encompassing the entire European portfolio. Our goal: to help Kellogg’s reclaim its iconic status as the provider of natural grain goodness and to make it a standout on-shelf.

excerpt from Landor

Using our consumer brand perception tool BrandAsset Valuator, we discovered that Kellogg’s had an opportunity to further differentiate the brand. While Kellogg’s was still perceived as the true, authentic and original leader of its category, there was some erosion on the attributes of up to date, dynamic and progressive.

excerpt from Landor

Opinion

I’ve always have been an advocate for and evangelized simplicity. So it’s a no brainer. With the plethora of products in the market competing for the audience’s attention, simplicity, clarity, and authenticity are what will help brands, big and small cut through the noise.

The visual grid or placing the mascots and characters at the bottom left of each box, with the logo centered (bleeding over the edge for intrigue), unifies Kelloggs offering and eases the learning curve across the product range. It’s brilliantly simple.

John Murinye Landor Kellogg's

Image credit: Landor

I do have one small issue. The contrast ratio between the ‘red logo’ and some of the close hues like the purple fruit ‘n fibre for instance, is causing visual strain. There is not enough contrast which somewhat subverts the intent of making the visual design immediate.

All in all, it’s an incredible move that will certainly boost brand recognition even more.

If you are interested in the full case study, check it out on Landor’s website.