Sorry, full access to our website is available to Only!
Become a Member today and get benefits listed below.
Special K is one of Kellogg's must established and iconic cereal brands. Introduced to the United States in 1955, today over 594 million bowls of Special K are eaten in the UK alone each year. But year on year the cereal brand sales have been in decline due to a combination of; losing relevance to today's female consumers who are moving away from the old world of dieting, looking today for nutrition and taste and an increasing amount of competition from other breakfast alternatives. Kellogg's briefed as to radically redesign the brand and establish Special K as a modern food brand for women that want to eat nutritious foods rather than count calories.
We created a VIS identity and packaging redesign, establishing global principles to be implemented regionally. Our approach was to declutter the packs, bring food, taste and nutrition to the fore -and re-energise what was once an iconic and well-established brand. These included; An evolution of the brandmark - Removing dated photoshop effects and unnatural food cues, we embrace the iconic K and bring it back to reality via a vibrant iconic red brand color resulting in a unified, confident and modern mark. Packaging framework –Enhancing navigation by creating a consistent framework and hierarchy that could be applied to all formats across all markets. Food treatment -A distinct food depiction has been created to look honest, real and differentiated. Our photography style is appealing and not dietary and celebrating colors that are found in nature, not a laboratory.
This new visual identity has reinvigorated the Special K brand. Creating a refreshed and iconic brand, with increased shelf appeal and shifting old perceptions of a bland dietary cereal appropriate to today’s female generation.