Sweet Results In quantitative research, the new Toucan Sam was preferred by kids – “I really like this design the best. We created four unique designs, encouraging kids to collect and combine all four boxes to create an adventurous pop-up world. The fully illustrated experience allows kids to explore with Sam. To engage kids during the eating experience, we redesigned the back panel to feature an interactive Froot Loops World. We also amplified the connection between Toucan Sam and the food to highlight the delicious new packaging design. We elevated the prominence of the new logo to help the brand break through the crowded cereal aisle. We wanted the front of the Froot Loops package to both celebrate the updates to the logo and character, while also highlighting the amazing one-of-a-kind food experience. Packaging Play The box is an important touchpoint for any cereal brand. We brought it all together with an illustration style that was simple but bold to ensure that the refreshed Toucan Sam popped in both print and digital environments. We paid homage to the past, by incorporating the three original Froot Loops cereal colors – red, pink and yellow – into his tail feathers. The rings on his beak are one-of-a-kind and we used them as a way to infuse more color and vibrancy into his expression. As a way to connect with kids and parents alike, we updated his expressions to be more cheerful, optimistic and youthful. Our goal was to amplify what makes him unique and recognizable, while refreshing his illustration style, features and expressions. Modern Makeover We started by clearly defining Toucan Sam’s distinctive assets. Integrating the iconic and colorful loops was the final touch to this ‘sweet’ logo update. We then crafted the letterforms, bringing to life the sense of fun and playfulness associated with Froot Loops. We began by stripping away any overly stylized graphic effects.
CEREAL BRAND LOGO MAKER UPDATE
Loopy Logo The Froot Loops brand is an iconic part of cereal history and we approached the logo update with care and craft.
We needed to carefully balance Froot Loops’ assets, while updating the design and tonality to be more relevant and engaging with today’s cereal lovers. The redesign included a refreshed logo, updated Toucan Sam character and a new package design. There was an opportunity to bring in more modern, imaginative design cues and reclaim our adventurous personality, while respecting the iconic and beloved aspects of the brand and character. Froot Loops had always been about imagination and adventure, and Toucan Sam, the quintessential friendly explorer. The logo and brand design were dated and no longer represented adventure and fun that Froot Loops stood for as a result, the brand wasn’t meaningfully connecting with consumers.įrooty Roots Before modernizing Froot Loops and Toucan Sam, we followed our nose back to the beginning of the brand. His realistic features and human-like characteristics didn’t work in today’s digital environment. Once a leader in the cereal aisle, Froot Loops was being overlooked and Toucan Sam had become less and less relevant. GEA is listed in the German MDAX and the STOXX® Europe 600 Index and is also among the companies comprising the DAX 50 ESG and MSCI Global Sustainability and the Dow Jones Sustainability Europe Indices.Since 1963, Toucan Sam has been bringing fruity deliciousness to cereal bowls everywhere. In doing so, GEA makes a key contribution toward a sustainable future, in line with the company’s purpose: "Engineering for a better world". They contribute significantly to the reduction of CO2 emissions, plastic usage, and food waste. GEA plants, processes, components, and services enhance the efficiency and sustainability of production processes across the globe. With more than 18,000 employees working across five divisions and 62 countries, the group generated revenues of more than EUR 5.1 billion in fiscal year 2022. The international technology group, founded in 1881, focuses on machinery and plants, as well as advanced process technology, components, and comprehensive services. GEA is one of the world's largest suppliers of systems and components to the food, beverage, and pharmaceutical industries.
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