RESTART COMPLETE:welcome to the new era of START! By the way, you can check out our previous redesign here. The kids who grew up on these delicious cereals have now grown up. Teen trends change at skateboarding speed, but the cravings for healthy nutrition, games, and imaginary friends never fades. Towards the end of last year, the client challenged us to breathe new life into the brand, update the packaging design and keep the connection with the beloved characters alive. |
CEREALS FOR BOTH OURS AND YOURS —that is, for little kids and teens, children and young moms. Such a wide-ranging audience always keeps START close at hand. When kids reunite after the holidays, it’s easy to notice how much they’ve progressed over the summer. Thus, our heroes — adventurous Leo, smart Koala, and dazzling Zebra — have grown up in their new look, gained modern 3D forms, embraced new passions, and are ready to take on new adventures. |
GAMIFICATION NOWaccompanies various areas of life, but having a little fun during mealtime has become a well-established tradition. Especially for this, we created a collection of original games and challenges on the back of the packaging, where everybody can learn something new, express their talents, test themselves, enjoy some laughs, and stretch their mind a bit. Here, kids will meet their beloved heroes and face a variety of fun challenges. Our team created a unique gameplay mechanic that fits each character’s personality, combined with a distinctive design filled with immersive illustrations — all as part of a project that gave us the exciting opportunity to move beyond our standard “games,” playing with colors and fonts to bring something fresh to life. Now we’re not even sure which side of the pack is more attractive — the front or the back. |
AT FIRST GLANCE,it might seem like — boom! — the characters just suddenly grew up. It looks so familiar, you might have a hard time spotting even five changes in the redesign. But each character goes through a detailed creative process — from choosing the activity, sketching poses, and designing outfits, accessories, facial expressions, and micro-movements, to matching their age and personality; then comes alignment with the client’s team, careful color selection, and fine-tuning the smallest details — all before the 3D illustrator steps in. |
WE REFRESHEDand reassembled nearly everything across 20 SKUs: the characters, overall composition, color scheme, flavor labels, infographics with a key messaging system, and the games on the back. We slightly reduced the logo size so the character could appear more on-trend — larger and with a fitting accessory that matches their activity. Yet, START maintains 100% brand recognition, standing as one of the most recognized brands among consumers. |
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The Project |
The Case |
