MORNING ICON

For over a century, Kellogg’s has ruled the roost. But rising prices and shifting breakfast habits mean even originals can get lost in the grain. While Kellogg’s sub-brands stand strong, the masterbrand needed a boost. Our solution: take that existing Kellogg's pride and blast it across the entire breakfast experience with a vibrant new masterbrand visual identity. The goal? Stand out. Stir things up. Reclaim the throne as a true morning icon. 

FROM SEED TO BOWL

Breakfast routines are deeply personal. They're the "you do you" moments that make or break the day, nourishing mind and body. Kellogg’s recognised the opportunity to own breakfast—championing individual morning rituals and reigniting its emotional connection by helping consumers do mornings their way.  

"Seed Your Day" became the foundation for the revitalised Kellogg’s masterbrand visual identity, showcasing Kellogg’s as the breakfast hero, committed to giving everyone a spoonful of unique morning moments. 

DESIGNING A NEW DAWN

We crafted a versatile design system that magnifies modernity and celebrates the creativity of personalised breakfast moments. Building on beloved Kellogg’s brand assets, the new system balances heritage with a contemporary feel.  

The iconic Kellogg’s logo—so well-known and loved—is liberated. Cropped on pack. Even reduced to just the "OG." It signals the brand's unique heritage.  

The apostrophe from the logo font becomes a versatile brand storyteller, creating a playful system of icons that connect with people and show how the brand fuels individuality.  

A new vibrant colour palette, inspired by Kellogg’s sub-brands, strengthens the masterbrand's connection to its product family. Our custom-designed font further illuminates Kellogg’s in the cereal aisle.  

And Cornelius the cockerel? Making his run to the top of the coop, he reclaims his place as Kellogg’s most beloved brand icon. He stands out in the flock of cereal mascots, symbolising Kellogg's optimism and its power to start the day and make it a great one.  

STIRRING THE POT

Launched in early 2025 across Europe, our elevated masterbrand identity for Kellogg’s debuted online and in-store, accompanied by Leo Burnett's "See You in the Morning" campaign. Featuring an endearing 3D-animated Cornelius the cockerel, the campaign further reinforced Kellogg’s as the “OG” of breakfast, activating the brandmark crop to build further iconicity into them.  

"A Brand World worthy of a global powerhouse, one that empowers Kellogg’s to be an unmissable, iconic brand throughout the consumer journey, igniting brand love in a clear, consistent and connected way." – Pete Matthews, Kellogg's Director, Brand Design and Operations. 

“The Landor work on the visual identity is world class!” – Lisa Lewellyn, Senior Brand Design Manager at Kellogg’s. 

“The new Kellogg’s Brand World is the perfect example of best-in-class creativity and consumer centric strategy coming together to create something truly remarkable. This brave and bold design has elevated our brand awareness and engagement, connecting with new consumers and delivering a lasting impact on the Kellogg’s legacy.” – Jennifer Carkner, Vice President of Cereal Transformation at Kellogg’s.  

THE 2019 KELLOGG’S REVOLUTION

Back in 2019, Kellogg's iconic designs were losing their snap, crackle, and pop. The brand was fading fast, its difference eroded by competitors. We partnered with Kellogg’s on a meaningful revolution. We cropped the wordmark, gave the Kellogg’s characters a refresh, and radically simplified the packaging, ditching the photoshop and showing the cereal just as it is.  

This clean, cutting-edge approach boosted shelf visibility and purchase intent. Research using Simstore methodology showed a 6% lift in the purchase rate for the new pack design, laying the foundation for the iconic brand you see now. And today, we continue to partner with Kellogg's, exploring new ways to make mornings even better.