Kellogg’s, one of the world’s best-known brands, has been a staple of breakfast tables for more than 100 years. 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.
Reclaiming iconic assets
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. Furthermore, we uncovered that Kellogg’s performed strongly on taste, quality and originality – attributes that the most powerful brands in the food category were thriving on.
To help Kellogg’s stand out from the crowd, we determined that it could leverage two trends aligned with its heritage: the quest for simplicity and the desire to live well. This led us to a very clear strategy: address the shift to healthier habits by using the Kellogg’s master brand to tell the story of natural grain goodness in a simple and honest way and reclaim its widely recognized assets.
Improving on-shelf communication with shoppers
We started by simplifying the packaging, building on the inherent strength of the most powerful brand elements. We updated the distinctive Kellogg’s logo, cropping the wordmark to demonstrate that, even with 100+ years of history, Kellogg’s remains playful and fun. The eye-catching new color palette takes inspiration from fresh, natural ingredients such as vibrant red strawberries and deep purple grapes. The portfolio is now visually brighter, with a wider and more cohesive palette that makes packages stand out dramatically on the shelf.
We also wanted to highlight Kellogg’s most valuable asset: the goodness of natural grains. We did this by creating a seed-to-spoon story using simple graphics that celebrate the brand’s commitment to sustainability and healthy food.
Taken together, these changes positioned Kellogg’s as a bold category leader while reclaiming its iconic status. Most importantly, the simpler, more transparent design improved communication with shoppers.
Regaining category leadership
Our clean, cutting-edge pack design speaks to changing consumer trends. Research results showed that nearly 70 percent of consumers were able to find the new packs on the shelf more easily, and the new designs increased purchase intent by almost 50 percent.
Paul Humphries, vice president of marketing of Kellogg’s Europe, said, “Kellogg’s is one of the world’s most recognizable brands and our cereal boxes are a staple of most people’s breakfast tables. By marrying the best in design with the best cereals, we’re confident our new packs will be a real showstopper on supermarket shelves.”