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Owning the wholesome snack category
Kellogg’s engaged us to develop a new packaging for the launch of their new energy bars in Korea, under the ‘Wholesome snacks’ category. The challenge was two-fold: there were 2 different target audiences (millenials and mothers/kids) and we also had to visually communicate “healthy yet tasty” on pack.
After assessing consumer needs and current category trends, we determined that our design needed to be daring, fun and not too serious, but still reassuring. We translated this into a pack that showed energy through food in motion, coupled with natural, warm textures and colours.