New signature for premium Kellogg cereal

Kellogg's has a new line of vegan and organic cereals that has been rolled out in Europe under the brand "W. K. Kellogg" (no genitive). It stands out for the fact that the packaging dispenses of the traditional Kellogg's branding with a more illustrated look and a completely redesigned version of the traditional Kellogg signature. The packaging is adapted from a very similar design made for Kellogg's Australian cereal brand Be Natural in 2016. That packaging was done by Sydney-based Loop Brands, who are also behind the new W. K. Kellogg signature and its European adaptation.

Loop Brands worked with typographer Keith Morris to create a new signature inspired by Kellogg's heritage. The new brown colour departs from the previous red, establishing W. K. Kellogg as a separate "signature" line.

It appears the brand was first introduced in the UK in November 2017 before a wider European launch in March this year.

"Studying the history, we referenced the original Kellogg signature from the 1900‘s as well as the various iterations of identities that had been created.

Strategically we wanted to create an identity that looked forward with a modern expression of the signature rather than a retrospective clichéd nod to the past. With the help of typographer, Keith Morris, we explored endless versions and revisions of the new signature identity.The letter forms were inspired by looking at the marks made by a traditional fountain pen. Refining the thick and thin form in the identity was a major step in moving away from the mainstream Kellogg mark that everyone recognises. W.K. was added to restore the hallmark of being the ‘original’.

The significant change to reinvent this Kellogg portfolio was to depart from the synonymously recognised red colour. This could be viewed by traditional marketeers as sacrilege, however the decision was made to rule a line between the traditional Kellogg portfolio and a progressive new ‘signature’ portfolio. The new identity signals a disruptive mindset and business approach to evolve and challenge itself. Reappraising all aspects of the brand internally and externally as an example of what is possible and to not rest on ones laurels." - Loop Brands

Kelloggs UK press release