The new identity had to engage with an older audience of 6‐10‐year‐olds through a compelling take on the latest brand proposition "Super‐smooth porridge for kids", whilst also continuing to acknowledge mum as gatekeeper, and being careful not to damage its current role & relevance with mums of younger kids (0‐5yrs).
We would need to overcome Mum's reluctance to buy and prepare Ready Brek by reassuring her that it is not only natural and nutritious but also a tasty product that kids will love and move the perceptions of lapsed users from Ready Brek being "lumpy, horrid tasting and uncool" to "a great tasting breakfast, made for me".
The brand architecture had to be adaptive, allowing for distinctive NPD and having scope to be used beyond packaging, on promotional initiatives such as sticker inserts.
My Role: Designer.
Team Credits: Springetts Brand Design Consultants: Claire Ganly ‐ Design
Director & Liam Fowler ‐ Senior Designer.
