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Chex

From simply cereal
to simple wellness

The Call

How do you re-stage an iconic cereal brand for a new generation?

Since its inception in 1937, Chex has been a staple in households across America. Despite its clean, simple ingredients, the brand was beginning to be seen as out of step with consumer expectations around health and wellness.

What we did

Design Strategy
Brand Voice
Identity Design
Packaging Design

The Work

With all of the confusion around brands shouting health claims, Chex had an opportunity to use design to bring forward the simplicity of the brand and its products.

We created a visual system to pay homage to Chex’s iconic square shape. We also simplified on pack communications while introducing new, more meaningful design elements that spoke to the simple wellness of the product. A vibrant color system was introduced, which was seamlessly transferred onto the existing product while also supporting new product innovation.

The strongest master brand assets were leveraged as the connective tissue linking the ‘Simple Wellness’ story across its product portfolio.

The Impact

  • Consumers told us that the design now better embodies the brand’s simple health credentials
  • Successfully improved breakthrough at shelf, increased taste appeal, and modernized the overall look and feel of the brand

GOLD TRANSFORM AWARD

PACKAGING, 2017