Kellogg’s
Plain Packaging Concept

As sugar products will soon be a dark market category, we were working on cereals ‘plain’ packaging concepts.

Challenge: To create ‘plain’ packaging design concepts for the Kellogg’s cereals, using the elements of the originals, but make it less attractive for the kids

Insight: Learning from tobacco plain packaging experience, the team uncovered that plain packaging can help children to eat less high-sugary food.

Proposition: Less design means less sugar.

For example, for Frosties the main blue colour and texture of the character Tony The Tiger was used. With addition of natural plain paper a new design concept was created, where there are still elements of the original Frosties packaging, but less colourful and attractive for the kids.