KELLOGG’S REBRAND

Art Direction: Jason Kernevich, Dermott MacCormack

The intention of this rebrand is to offer these popular cereals to an audience of any age. Many of Kellogg’s cereals target a specific audience. For example, Special K is mostly marketed to adults looking for a healthy breakfast, while the characters of Apple Jacks position the cereal to kids. This rebrand focuses on creating imagery consistently across these boxes to expand the age range for each cereal.  “A bowl of joy for all” was a campaign created to support this mission. I created a consistent aesthetic across each of the boxes to unite these cereals. The illustration style was an attempt at a more minimalistic approach. I intentionally chose this route for self discovery. I used it as a way to challenge myself to approach this project differently than I typically would have. I kept the design simple using only flat color, line, and type. The purpose for this was to attract a wide variety of consumers. The design is colorful and energetic to peak the interest of children, yet, clean and eye catching for adults. Appealing to both age ranges, my purpose was to create comfort and excitement about picking up this box of cereal, encouraging everyone to fill up a bowl of joy.