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QuakerQuaker Protein

Challenge

Quaker sought to connect with wellness-conscious consumers, particularly Gen Z and Millennials, who lead fast-paced lifestyles but seek nourishing, healthy food options that feel indulgent. The challenge was to differentiate the Quaker Protein range from its core portfolio while creating an engaging visual identity that aligns with this target audience’s preferences for modern, dynamic, and Instagram-worthy aesthetics.

Objectives

  • Redefine Quaker Protein’s identity to resonate with the wellness-conscious, on-the-go consumer.
  • Highlight the range’s nutritional benefits while evoking a sense of indulgence and warmth.
  • Stand out on shelves with vibrant, easy-to-navigate packaging and enhance social media appeal.

Solution

  1. Visual Innovation
    • Replaced the traditional bowl imagery with a spoonful of porridge in a top-down perspective, offering a more modern, Instagram-friendly visual.
    • Introduced a dynamic horizon element to the packaging design, symbolizing uplift and energy.
  2. Bold Design Language
    • Retained vibrant colors for easy flavor navigation and to ensure strong shelf presence.
    • Enhanced typography and visual elements to communicate warmth and energy while emphasizing the product’s high protein content and delicious flavors.
  3. Targeted Flavor Appeal
    • Launched new, indulgent flavors designed to appeal to younger consumers, creating moments of enjoyment that feel like a treat.

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Results

  • Increased Appeal: Successfully targeted Gen Z and Millennials with a dynamic, wellness-focused identity that bridges nourishment and indulgence.
  • Enhanced Shelf Impact: The vibrant design and top-down visual elements differentiated the Quaker Protein range, making it easier for consumers to navigate and choose.
  • Social Media Engagement: The Instagrammable packaging and spoonful imagery increased online appeal, driving brand engagement among younger audiences.

The Quaker Protein redesign demonstrates the power of pairing strategic visual storytelling with consumer insights to elevate a product range and foster deeper connections with evolving audiences.