Towards a more emotional positioning territory

Kellogg’s All Bran has been delivering digestive health for many generations. Sold across over 50 markets, the brand was ageing with its consumer base and was looking to re-position itself around a more emotional territory. Focusing on women, the brand evolved from a transactional set of benefits towards a more experiential brand promise built around the idea of ‘feeling a brighter self’. Kellogg’s asked Dragon Rouge to develop a new global identity, packaging design system and a brand universe that could bring to life this change of brand strategy.

Evolving the brand identity

We developed a brand identity using the historic color brown (the only truly global visual equity for the brand) and adding visual identifiers to better align with the new brand idea. The new font is more contemporary (using a slight 3D effect and a thinner weight), and the brand name is now the identity’s bull’s eye. The brand name is contained in a circular wheat chaff that recalls the high level of natural wheat bran fiber that is truly unique to the brand. The mark itself is presented on various colored backgrounds to bring some of the taste and flavor cues that were lacking for the brand, and in the digestive cereal category at large.

Implementing a global brand universe

We also developed the entire brand universe beyond the identity, starting with a new global packaging design system that allows for a flexible local interpretation of taste and flavor cues in each market. We developed global brand guidelines to codify the tone of voice of the brand, the photographic style and determine how the new design system would work across such applications as print materials and environmental applications. The Dragon Rouge network also assisted various markets in developing transition plans in adopting this new brand identity and packaging system.