Kashi's New Cereal Box Designs Involve the Use of Storytelling
Katherine Pendrill — July 18, 2016 — Lifestyle
References: prnewswire & foodnavigator-usa
In an effort to reinvigorate breakfast cereal sales, Kashi has created new cereal box designs that involve the use of editorial-style storytelling. Drawing on the idea that "good clean food deserves good clean design," Kashi's new cereal boxes represent a dramatic departure from traditional cereal branding.
Kashi's new packaging refresh involves keeping its signature white boxes, but changing the way text and images are presented to consumers. The new boxes feature more blank space on the front and sides for a clean, minimalist aesthetic. However, the biggest change to the brand's packaging is the inclusion of an editorial-style story on the back of the box. Similar to a magazine article, the text includes information about how the cereal was made and where the ingredients come from. The idea behind the new cereal box designs is to use storytelling to reinforce Kashi's commitment to creating the most nutritious products possible.
Kashi's new packaging refresh involves keeping its signature white boxes, but changing the way text and images are presented to consumers. The new boxes feature more blank space on the front and sides for a clean, minimalist aesthetic. However, the biggest change to the brand's packaging is the inclusion of an editorial-style story on the back of the box. Similar to a magazine article, the text includes information about how the cereal was made and where the ingredients come from. The idea behind the new cereal box designs is to use storytelling to reinforce Kashi's commitment to creating the most nutritious products possible.
Trend Themes
1. Editorial-style Branding - Exploring the use of editorial-style storytelling as branding strategy for consumer packaged goods.
2. Minimalist Packaging - Innovating packaging designs by featuring more blank space and embracing minimalism to make products stand out.
3. Transparency Through Storytelling - Emphasizing storytelling as a way to convey transparency and sustainability efforts to build brand trust.
Industry Implications
1. Consumer Packaged Goods - Applying editorial-style branding and minimalist packaging to various consumer packaged goods such as snacks, beverages, and personal care items.
2. Food and Beverage - Integrating transparency through storytelling in the food and beverage industry to educate consumers about sourcing and processing.
3. Advertising and Marketing - Using editorial-style storytelling in advertising and marketing to capture consumer attention and differentiate brands from competitors.
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