Kellogg’s has long been an important player in the baked snack foods industry. While their product lines have been successful in the past, I was challenged to imagine a new consumer for their products—dogs. Kellogg’s Pups is a concept branding project that appeals to pet owners as a new demographic for the company. This project focuses on packaging skills and includes a short brief to outline the mission of the new brand.
What if kellogg’s wasn’t just for humans?
In designing the logo for Kellogg’s Pups, I decided it was important to maintain the recognizable word mark of the brand. It conveys the organic, playful, and nostalgic personality that the company has already built. For this same reason, I chose the employ a similar color palette, using the red, beige, and brown that are in the brand guidelines. The new logo employs a playfully bold, sans-serif typeface to be integrated with the original word-mark. A new brand was built to incorporate this with new elements in the personality—simple, fun, and rough. This was accomplished through a sketched illustrative style overlaid on food images in the packaging, to combine the new personality. The elements are then incorporated into a set of three labels for cylindrical containers that were physically produced for the theoretical product.
