Three strategic shifts were made in design to achieve this:
1. The design was simplified to put the iconic K firmly centre stage. And the K doubled in size. The Kellogg's branding moved aside. Bowls and spoons and offers for free tape measures were lost from the packaging. To present the brand in a confident way – and a succinct, photogenic way that works on a smartphone.
2. We connected the iconic K with the food. Flakes behind and ingredients forward. A simple, easily shoppable, design that celebrates the famous flake as something natural, textural, culinary – something it is. Underpinned by a bespoke story of macro and micro nutrition.
3. Finally we opened the brand up, beyond red, into a world of eat-the-rainbow colour. Taking the colours that had once resided in bowls into the K's themselves. Signifying nutrition, the diversity of culinary experience that people are looking for today, and wellness.