The breakfast cereal category is a tricky beast, with packs needing to strike a careful balance between taste, on the one hand, and health on the other. Nestlé Cereal Partners suspected their pack wasn’t getting that balance quite right, and decided to get us involved to help them fully understand the problems before commissioning new design work.

As part of our pre-design research, we explored brand perceptions and conducted a rigorous analysis of the pack. This revealed something quite interesting: in consumers’ perceptions, a substantial gap was emerging between Cheerios the brand and the Cheerios pack.

While consumers had emotional engagement with the Cheerios brand’s childlike warmth and positivity, the pack was far removed from that image – portraying a cold, functional, adult proposition.

The Cheerios pack was cold, functional and adult - far removed from the brand personality
The Cheerios pack was cold, functional and adult – far removed from the brand personality

This insight, as well as a thorough investigation of the category’s taste and health cues, armed the design team with the insights they needed to progress the creative work with confidence.

Consumer feedback on the next stage of design work was so positive that the selected route needed barely any executional tweaks prior to launch – quite a feat, and quite a verification of the value of good pre-design research.

 

Our pre-design research armed the design team with the tools they needed to create a pack that balanced taste and health
Our pre-design research armed the design team with the tools they needed to create a pack that balanced taste and health