Rise & shine. | Dow Design, brand strategy, identity and packaging design agency
Sanitarium Muesli Packaging Design

Rise & shine.

What a brief. ‘Redesign Sanitarium’s muesli range and give it an idea, not just a makeover.’ Cereal sales globally are declining as people increasingly eat on the run. Sanitarium’s idea of the ‘mindful’ breakfast – the ten minutes to yourself that sets you up for the day – was one with real legs that could win back busy bodies. We started with the working brand name of Hello Sunshine. But the cereal category already had positivity in Californian proportions. We knew we could use the pack to communicate the idea of taking ten minutes each morning. ‘I BELIEVE IN BREAKFAST’ became a quiet call to arms. The pack was simplified to reflect a mindful breakfast, and get the heck away from a field of grain. And the design worked so well it was translated across the brand launch. That’s it really. We gave Sanitarium a more powerful voice, simply by stopping it shouting.

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