“Extra” spring packaging

CLIENT AND TASK

Kellogg’s is a world leader in breakfast and fast food production famous for its unique flavor combinations. Kellogg’s granola is more than just a breakfast, its rich taste and high quality ingredients like chocolate chips, fruits and nuts attract the audience of different ages. The task of creating a new image of the product, devoted to spring holidays, was addressed to DS1 branding.

ANALYSIS, RESEARCH

According to the research, seasonal packaging attracts only temporary attention and the demand decreases by the end of the holidays.

Thus, DS1 branding proposed using typical «spring» images avoiding direct associations with celebration to prolong the lifespan of the packaging. This decision helps to make the product popular throughout the spring-summer season.

Special attention was paid to the flowers. It was important to choose non typical ones: a mimosa or a tulip aren’t associated with something new and up-to-date. DS1 branding team offered using a blooming pion which symbolizes elegance and luxury. Its lush petals and bright colors create a festive and solemn atmosphere. Also, this image is used rarely, so it makes “Extra” stand out on the shelf.

The composition is complemented by yellow glares. Bright dots catch the eye of the customer making the illustration more dynamic and supplementing the packaging with an additional touch of elegance.