Quaker
Re-igniting
an icon.
Brand strategy. Visual identity. Copywriting. Packaging design. Illustration. Art Direction. Artwork. Print management.
Working in collaboration with PepsiCo Design, we’ve refreshed Quaker’s packaging in line with Quaker’s “The Fire Inside” positioning. The refresh is designed to increase iconicity, impact and energy on-shelf. With a bold new global visual identity inspiring Quaker’s cross-channel communications, it was becoming increasingly clear that the brand’s packaging design was lagging behind. As well as featuring an outdated identity, it had become generic to the category, and lacked the energy and confidence that was key to the new positioning. We partnered with Pepsico to bring Quaker’s new visual identity to life on pack and reignite the brand’s role in the category as the go-to for quality, convenience and taste. The new design brings a fresh level of confidence to category norms, delivering major shelf standout across markets while retaining the reassurance of familiar cereal cues but in a truly Quaker way.
DESIGNING DEPTH & TASTE
Quaker’s packaging needed to be redesigned to work in harmony with the new Quaker visual identity. We embraced the bolder, more simplified logo-mark, but added depth, layers and naturalness into the packaging design to better evoke the quality taste and goodness of Quaker.
PREMIUM QUALITY
Upweighting the brand’s ‘Quaker Quality Promise’ was key to the brief, and this can be seen around the pack, from the Q icon on the front to more in-depth storytelling on the back. Detailing what makes Quaker a quality brand, the back of pack explains the brands partnership with the magic breakfast charity, the quality of the product and outlines Quaker’s sustainable farming practices. Ensuring every element, from the pack’s more delicious photography to its more considered layout, and clearer communication. The new design works hard to reinforce Quaker’s premium quality message.
