Kashi’s new cereal box design evokes magazine-style storytelling

14-Jul-2016 - Last updated on 15-Jul-2016 at 14:31 GMT

Will a packaging refresh help to revitalize sales at Kashi - a brand Kellogg admits it needs to 'fix' following some strategic missteps?

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It's too early to assess its impact on sales, but one food & beverage design guru says Kashi's 'disruptive' new look is just what the Kellogg-owned brand needs.

With more white space on the front and sides, and editorial-style romance text in a layout reminiscent of a magazine spread, Kashi’s new packaging - which is being rolled out nationwide this month - was developed in partnership with international design firm Jones Knowles Ritchie with the inspiration "good clean food deserves good clean design," the company said in a press release.

Asked for his thoughts on the new look, Blake Mitchell - president of branding and packaging studio Interract Boulder - told FoodNavigator-USA he was impressed with the "minimalist" design, adding: “I think they have done a great job of disrupting the cereal aisle.”

“The large flake on the white minimalist background gives focus to the ingredients. This evokes a feeling of cleanliness and honesty which consumers are looking for more of today,” added Mitchell, whose Boulder-based agency has designed packages for new and established brands alike.

Conveying authenticity

To younger consumers, an image of 'authenticity' helps drive their decision to buy, The Huffington Post reported earlier this year. According to consumer data collected by Watershed, being an authentic food brand not only means delivering a healthy product with “clean ingredients,” but it also has a lot to do with the company behind it—how it honors cultural heritage, operates transparently, and stays true to its slogans and missions.

Kashi’s take on the trend can be seen from the storytelling on the package’s backside. A large portrait image is accompanied with a story underneath it. According to the press release, the idea is to feature the stories of “employees, farmers and friends of Kashi,” about how the food was made and where it comes from.

Mitchell believes Kashi’s box design is doing a great job in conveying authenticity: “We believe that consumers are looking for better lifestyle and authenticity in all aspects of their lives. You can't just say real ingredients, small batch, clean, etc. This needs to be communicated through brand elements that evoke feelings of these in order to drive purchases and create lasting bonds.”

“Using an editorial style story on the back gives importance to the copy and encourages consumers to actually read and connect with what is on the back panel,” he added.

“Often times, the back panel on cereal boxes seem like an afterthought as opposed to truly reflecting the brand values and story, which Kashi has cleverly moved away from in this new package design.”