Package Design - January/February 2014 - (Page 18)

MODERN, VINTAGE, Retro packaging provides a fun peek at cereal characters' past. By Dianna Borsi O'Brien C reating vintage-inspired designs that stood out and provided a bridge between moms and kids was easy-all the package design team had to do was look to Toucan Sam, Tony the Tiger and Snap, Crackle and Pop. Kellogg's and Anthem wanted a special design for a promotion for Target. Inspiration for the project stemmed from the 50th birthday of Toucan Sam of Froot Loops. It grew to include other Kellogg's characters, Tony the Tiger of Frosted Flakes, and the adorable trio Snap, Crackle and Pop, who tout Rice Krispies and Cocoa Rice Krispies. Going with a vintage look was natural given the trend of nostalgia packaging, with consumers longing for the warmth and simplicity of the past, explains Rachel Johnson, director, account and strategy of the Anthem, 18 January/February 2014 Kellogg's creative agency. It also made sense for an exclusive promotion for Target, known as a design-savvy retailer with a perchance for retro styling. Yet, the design team wanted to avoid a literal throw-back design, says Johnson, which can lead consumers to think old packaging means old product. No one wants 50-year-old cereal. That's why the packaging harkens more to hipster than retro. "It's taking something old and making it new," says Johnson. The push also came from the shopper marketing insight, notes Rick Simington, Kellogg's director of team sales for Target. "Moms really have fond breakfast memories from when they were young and they want to share those experiences with their kids." That insight lead to a complete takeover design with amazing, flashy back panels filled with nostalgia-inducing activities and facts for parents to share with their children. The limited-time campaign, with its offer for other vintage items such as T-shirts, has come and gone, but it remains a great study in leveraging the emotive qualities of vintage packaging with a fresh direction. Counting on characters The design centered on the brand's strong heritage characters and taglines. "We wanted to leverage those slogans and characters," says Johnson. "No matter how old you are, those slogans, 'Follow your nose,' for Froot Loops, 'Snap, Crackle and Pop,' and 'They're great,' resonate with you." The redesign team began by diving into Kellogg's treasure trove of images of the characters from throughout the decades. They literally lined up the images and choose some from each

Table of Contents for the Digital Edition of Package Design - January/February 2014

Package Design - January/February 2014
Editor's Letter
Front Panel
Modern, Vintage, Hip
Design Tech Products: Metallized Packaging
Striking Gold
Product Focus: Transparent Packaging
Fiery Debut
Tear Down the Fences
Index of Advertisers
Field Notes

Package Design - January/February 2014