Kellogg, known for the 'snap, crackle and pop' of its Rice Krispies cereal and for characters such as Tony the Tiger, who appears on boxes of Frosties (Frosted Flakes in the U.S.), said it was the largest redesign of its cereal boxes to date.
Cereal-maker Kellogg has announced it will revamp its packaging design in Europe in a move intended to push its natural qualities and heritage.
Characters such as Tony the Tiger and Coco the Monkey, who appears on Kellogg's chocolate rice cereal Coco Pops, are still present on the new designs, but appear to no longer be holding the bowls or spoons themselves. Bowls of cereal no longer appear overflowing and instead are photographed from above. The Kellogg logo has been made larger and appears across the top of each box, while the name of the cereal itself has been made smaller .
"A cynic could argue the designs are a direct response to societal and legislative pressures. But pack redesigns don't happen overnight — I suspect Kellogg's revamp was informed by a proactive approach to responsible design. They've clearly identified the key brand assets on pack - which for many still include cartoon characters.
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