Mornflake
Making Oats
Mighty.
Brand Positioning. Copywriting. Architecture. Visual Identity. Packaging Design. Artwork. Print Management. Illustration.
We repositioned Mornflake around strength to reflect both its 350-year heritage and the key benefit of its oat-based products. The resulting logo – featuring the shire horses that once harvested the crop and a new Mighty Oats strapline – effortlessly celebrates both.
With a powerful design that stands out on the supermarket shelf, the rebrand celebrates not only the nutritional benefits of the cereals but also Mornflake’s heritage as the fourth-oldest family-owned brand in Britain. In addition, we brought clarity and consistency to the brand’s range architecture through striking new packaging design, challenging the tired natural codes of the category.
THE THREE HORSE PULL
A new logo of three shire horses gives visual weight to this message. The imagery is taken from an original illustration drawn from the Mornflake archive, which shows Flossy, Bonnie and Metal – the horses that once pulled the binder that harvested Mornflake’s oats back in 1915.
Previously depicted in a more rustic style, this cleaner, contemporary execution symbolises both the brand’s heritage and the concept of strength, a core benefit of oats. Its distinctive and vibrant orange hue is drawn from the original Mornflake colour palette to be instantly recognisable to the existing customer base.
