Derrick Lin


Design: Natalie Rokosz
Location: United States
Project Type: Concept
Packaging Contents: Eggo Waffles and Eggo Cereal
Packaging Substrate / Materials: Cardboard

Eggo is a wholesome, family brand that loves their customers. And their customers never want to let Eggos go either. Hence “L’eggo with Eggo!”

This brand refresh is inspired by the love between the brand and the consumer. Staying true to their original identity, I decided to make small modifications to keep the brand essence of Eggo. By incorporating subtle changes in the typography, it creates a refreshing, modern and family friendly appearance to this well established household brand. In this brand refresh, the “E” was designed to mimic a hand drawn, childlike heart to show the love for the product while remaining family focused. As Eggo is the heart of a good family breakfast.

The heart-like “E” also ties into the more healthy breakfast option that Eggos provide. A small nod to the nutritious quality while not being overbearing. The heart is incorporated throughout the product line to create a cohesive appearance across the various packaging.