Landor redesigns Kellogg’s cereal boxes in widest refresh in 113 years

Branding agency Landor has created new packaging designs across the range of Kellogg’s cereals with the aim of making boxes easier to find on the shelf. The Europe-wide redesign, which will see Corn Flakes, Crunchy Nut, Coco Pops and many more favourites get a cleaner look, is one of the widest in the company’s history.

The new design prioritises bold, easy-to-spot colour and reduces clutter on the pack. Landor increased the size of the Kellogg’s logo and introduced consistent photography across the range. The new packs feature bowls of each cereal shot from above, abandoning Photoshopped spoons and splashes of milk for a more natural look. Characters like Frosties’ Tony the Tiger and the green Corn Flakes cockerel have been retained, but now appear in the same bottom left position on every pack. Landor also developed a new suit of icons to make ingredients and production processes easier to understand.

The design responds to insight from Kellogg that customers want food packaging to be clearer to read and easier to find. In an era where transparency and provenance are high priorities for shoppers, the packs aim to communicate the origin of ingredients as well as standing out among a sea of competitors. Initial research by Kellogg found that 70 per cent of customers could locate the new packs more easily and that they increased “purchase intent” by 50 per cent.