All Bran Packaging Design
Kellogg’s All-Bran was looking to dispell the stigma that digestive health products taste awful and are only for the elderly. Its packaging was clinical and cold and only served to support the idea that All-Bran was a function-first cereal. They had recently introduced new inspired flavour extensions such as Strawberry Medley and new product formats such as All-Bran bars but the brand still needed the impact of new packaging to sway consumer perceptions.
Kellogg came to Jump with the challenge of redesigning All-Bran to appeal to a broader audience. The exercise would involve finding a design solution that would create impact without losing the equity of this internationally renowned brand. Jump started by introducing waves of colour into the packaging to distinguish the flavour varieties and create more appetite appeal on shelf. The distinctive shape of the colour bands also gave the new packaging great shelf blocking capability, the key to success in an over-crowded cereal aisle. Jump retained the soft white background as a brand signifier but introduced a more dynamic word mark and new fruit-laden product photography to bring the brand to life. In addition to creating a fresher, more contemporary look for the packaging, Jump designed the new look to communicate the health benefits of fibre and to promote the use of some of the cereals as an additive to other foods such as yogurt.
“It is great evolution from the previous packaging and positions the brand as a healthy, everyday cereal that tastes great”, says All-Bran brand manager, Jeff Chatterton. “We believe that with this new, approachable look, consumers will feel more comfortable putting All-Bran in their shopping cart.”
