Kellogg’s introduces new packaging design to boost on-shelf appeal
27 May 2022 --- Kellogg’s is launching a new look for its snacks range, redesigned in partnership with global brand transformation company, Landor & Fitch.
Analysis of Kellogg’s share of the breakfast category identified an opportunity for the Kellogg’s snacking range. A lack of brand block on-shelf, non-uniformity in its packaging sizes and a powerbrand-led design system meant the packaging was not standing out as powerfully as it could, says the company.
A new Kellogg’s snacking identity was created to leverage the strength of its masterbrand – similar to the strategy behind its cereals rebrand – to produce a more consistent look for the snacks portfolio and in turn, increase presence in the snacking aisles.
Portfolio and on-shelf boost
To deliver on the brand block ambition, Landor & Fitch developed a coherent relationship between the Kellogg’s masterbrand and power brands through a balanced naming and branding hierarchy.
A bold crop of the masterbrand logo sits at the top of the new design, with the power brands’ assets elevated and centered underneath to ensure strong product representation and recognition.
Each bar is authentically pictured as ‘ripped open’ to reveal shots of the snack bars within, demonstrating food appeal, enhancing their on-the-go quality but also making best use of limited space on the pack.
The masterbrand logo helps to highlight Kellogg’s mission for good mornings across its snacks packaging range.Go-to snacking
While the color of each product box is set to the powerbrand or variant color, the recognizable red logo is constant across all; offering a simple, clean and consistent look while ensuring easy navigation – both across the portfolio, and on-shelf.
The masterbrand logo helps to highlight Kellogg’s mission for good mornings across its snacks packaging range, increasing its visibility and reputation as the go-to option for consumers’ snacking occasions.
The roll-out has started across markets including UK & Ireland, Benelux, France, Italy, Portugal, Spain and MED. The launch will be celebrated through the Kellogg to Go multi brand campaign across digital, in-store media and social.
Moving to “edgy” designs
The new snacks packaging follows on from the successful rebrand of Kellogg’s cereals in 2019 with Landor & Fitch, which saw the work collect awards from the likes of Grand Prix Stratégies du Design, Pentawards and Brand Impact, and then again in 2021 with D&AD and Cannes for the activation across outdoor campaigns in Europe.
Tristan Macherel, global executive creative director at Landor & Fitch, says: “Working within Kellogg’s design process, we developed a new and balanced design system for a very complex brand hierarchy across its snacks portfolio.”
“The refresh positions Kellogg as the bold leader in snacking, reclaiming and reinforcing its iconic status while also celebrating each product. Our continued collaboration on packaging design with Kellogg is testament to the unique passion and push for the extraordinary from both of our teams, across Europe.”
Niamh Cribbin, Kellogg Europe marketing manager, adds: “We saw the success of our cereal rebrand in 2019 and wanted to bring the learning and results from that into our snack range. We wanted to move from the established designs to make the range more edgy but without losing brand recognition which helps our consumers to spot them on-shelf.”
In January, Kellogg’s trialed recyclable paper packaging for its Corn Flakes cereal in the UK, replacing traditional plastic linings. The food manufacturing company says it would prefer to continue using plastics but is forced to explore other avenues amid a lack of recycling infrastructure.
Edited
By Natalie Schwertheim
