The challenge in the redesign was to re-tell the brand story in a way reflects what people love about Life, deepen the emotional connection with the brand and address Life’s primary marketing barriers without altering the iconic design so much that it was unrecognizable. The goal was to increase shelf stand-out and attract a broader audience by amping up our fun factor with visual appeal and emphasizing whole grains without sacrificing how tasty this cereal truly is.
Life likes to represent “team family” a little differently than everyone else. At the end of the day, it’s the small moments spent together that count and Life looks forward to celebrating and savoring those connections with family. In the spirit of modernizing and infusing more personality to the brand, the unanimous decision was made to say goodbye to Life’s outdated look. Life’s new look now embraces the core of our brand values in a way that is attractive to families shopping the cereal aisle. The front panel is designed through the perspective of a child who has drawn a sun around their breakfast bowl, crafting a story rooted from imagination. The drawing represents how Life cereal greets the morning sun and happiness. This thought carries through to the back panel where fun games are introduced for families to enjoy as a kick start to a brighter day.
Life now has a richer and more meaningful flexible design system and architecture that leverages its strong brand equities. The updated packaging really focuses on the heart of the brand – family connections embraced by a youthful energy.
PepsiCo Design & Innovation
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