Since 1853, Keebler has been one of the most iconic and loved biscuit brands on the American market. Its line is divided into sub-brands that speak with different color codes, depending on the degree of indulgence. However, their positioning is not perceived as intended by consumers.
Break carried out a restyling of the system, enhancing navigation over the shelf. The new layout assigns a color code to each element: the one in the central area defines the category (brown-fudge, blue-cookie, beige-shortbread), while that of the tag defines the taste. The brand font is also category dependent. At the same time, the emotional aspect was accentuated thanks both to more appetizing shots and a reinterpretation of the famous Ernie, the elf-mascot who is now more present and seems to introduce each product and its new identity.