Landor & Fitch is behind Kellogg's new look snacks range with a 'ripped open' theme

Kellogg has today debuted a new look for its snacks range, redesigned in collaboration with Landor & Fitch. The refreshed packaging follows on from its rebrand of Kellogg's cereals in 2019, which picked up multiple awards, from the likes of Cannes to D&AD, both for its fresh identity and its outdoor campaigns across Europe.

Written By: Katy Cowan

25 May 2022

Following a closer look at Kellogg's share of the breakfast category, the global brand spotted an opportunity for its snacking range. It realised its packaging was not standing out as powerfully as it could and so appointed Landor & Fitch once again to help overhaul the identity.

"We saw the success of our cereal rebrand in 2019 and wanted to bring the learning and results from that into our snack range," explains Niamh Cribbin from Kellogg. "We wanted to move from the established designs to make the range edgier but without losing brand recognition which helps our consumers to spot them on the shelf. We know people love, connect and engage with our brands and we wanted to make it easier for them to do that, which is why we've updated the entire portfolio at once."

The solution was to develop consistency across the entire suite of products with a hierarchy design system. Beginning with a bold crop of the master brand logo sitting at the top of the new design, each bar is authentically pictured as "ripped open" to reveal shots of the snack bars within. While the colour of each product box is set to the wider Kellogg identity or variant colour, the recognisable red logo is constant across all – achieving exactly what it hoped.

"The refresh positions Kellogg as the bold leader in snacking, reclaiming and reinforcing its iconic status while also celebrating each product," explains Tristan Macherel from Landor & Fitch. "Our continued collaboration on packaging design with Kellogg is a testament to the unique passion and push for the extraordinary from both of our teams, right across Europe. We look forward to seeing the snacks on shelves soon."

That rollout has already begun across markets including UK & Ireland, Benelux, France, Italy, Portugal, Spain and MED. The launch will be celebrated through a 'Kellogg to Go' multibrand campaign across digital, in-store media and social. "The exciting, modern design has been tested with consumers with overwhelmingly positive results and I can't wait to see them take over shelves across Europe," adds Niamh.