Cheerios.
Included
Brand strategy / Brand messaging / Packages design
The client
In this school project, we collaborated with Nestle to revamp the packaging for their Cheerios breakfast cereal. Nestlé aimed to fortify its position in the market and create a design that would pique consumers' curiosity, making both adults and kids feel confident in choosing their cereal. The challenge was to grab shoppers' attention on the store shelves while maintaining the brand's identity.The work
To set our design apart from the competition, we opted for gentle colors and sketched animals, departing from the loud fonts and animated characters used by rivals. Our goal was to embrace a more high-quality design language that conveys a message of health, appealing to mindful parents, while also being fun and engaging for children. Our inspiration came from hand-sketched and fairytale-like styles. The neat hand sketches on our packaging made it distinctive and diverted attention from the animated designs of our competitors.
We introduced two characters, each representing a Cheerios flavor. For Multi, we created Frans, a crow who loves collecting and recycling trash. He's constantly on the lookout for valuable items and, to fuel his energy, he starts his day with a bowl of Cheerios. Frans also shares tips on repurposing trash rather than disposing of it.
For Havre, we introduced Idun, a squirrel with an unwavering love for all beings. Her mission is to spread joy and happiness among humanity and fellow squirrels. Knowing that kindness requires energy, she relies on Cheerios to keep her energized throughout the day.
To maintain visual harmony, we used the Arichivo Narrov font for the header, aligning it with the logo. This approach ensured that the header and the logotype blended seamlessly into the overall design. For the body text, we selected Chocolate Covered Raindrops, a playful and handwritten font that reflects the characters' style of writing. In the information sections, we opted for Myriad Pro, a font that exudes professionalism and credibility, making it suitable for a table of contents.
Our colour palette featured matte and dull colours, creating a harmonious ambiance. These light and gentle pastel colors are not only in tune with current trends but also stand out against the competition on store shelves.
We retained the existing packaging structure, which was pallet-optimized and well-recognized. This format not only optimizes space but also provides Cheerios with a considerable visual presence and visibility for customers.