United StatesArt DirectionPackaging
Kellogg’sKellogg's Dinosaurs
Challenge
Kellogg’s aimed to create a new brand in the competitive niche of ready breakfasts and cookies, with a unique product offering: flakes shaped like dinosaur paws and fangs, alongside cookies designed as dinosaur eggs and animals. The challenge was to develop a brand identity that could capture the imagination of both children and parents while standing out in a crowded market.
Objectives
- Build a compelling brand identity that appeals to children and fosters positive emotions.
- Design engaging packaging that communicates the product’s playful and unique elements.
- Ensure the product stands out on shelves and resonates with its target audience.
Solution
- Hero Creation
Three dinosaur heroes were conceptualized: T-Rex, Pterodactyl, and Triceratops. After consumer testing, the T-Rex was chosen as the main character, given its strong emotional appeal and recognition among children. - Visual Identity
A vibrant and playful design was crafted to bring the T-Rex hero to life. Proprietary typography was introduced to give the brand a warm and friendly feel. The packaging featured a jungle-inspired background in a dominant shade of blue, ensuring strong shelf presence and alignment with the adventurous dinosaur theme. - Packaging Strategy
The design emphasized the product’s unique shapes—dinosaur paws, fangs, eggs, and animals—inviting curiosity and excitement. The bold colors, engaging character, and cohesive elements created a striking and memorable visual identity.
Ready to collaborate
Get in touch
Results
- Strong Brand Appeal: The T-Rex hero became an instant favorite among children, driving emotional engagement and building brand loyalty.
- Enhanced Shelf Presence: The bold blue packaging and dynamic design helped the product stand out in stores, capturing consumer attention in a highly competitive category.
- Market Differentiation: The playful and unique product shapes, combined with the adventurous brand identity, set Kellogg’s Dinosaurs apart from traditional breakfast and cookie offerings.
The Kellogg’s Dinosaurs brand successfully merged creativity, emotional appeal, and strategic design, proving that thoughtful branding and packaging can elevate a product to hero status in its category.