Award-winning global brand and design agency Coley Porter Bell has unveiled the design for a healthy new children’s offering from Jordans Cereals to bridge the gap in the current market which is full of sugar-laden cereals that young children love but parents hate, or worthy and healthy options that children find boring and bland.
Through an immersive Visual Planning workshop Coley Porter Bell generated the core design idea ‘feeding your imagination with natural goodness’ which brings together Jordans’ love and support of the countryside with children’s desire for adventure and increasing independence. Work focused on a bullseye audience of children aged eight and nine who love challenging themselves, learning new things and enjoying books and films that depict a touch of the rascal.
The final design introduces a gang of mischievous woodland characters working together to get their paws on delicious Jordans Grin-ola. Each character has been given a rascally personality and cheeky grin. The brand mark, naive in style has a subtle nod to the quirky brand name whilst the colour palette is natural and bright to avoid looking too worthy.
Andy Wallace, Associate Creative Director at Coley Porter Bell said: “This design moves on from the garish artificial colourways and illustrative styles of typical healthy cereals. It has been carefully developed to appeal to our target audience of eight and nine-year olds who are living and breathing all things Gangsta Granny and Fantastic Mr Fox, and being healthier, it will appeal to parents too.”
Andrew Dale, Senior Brand Manager from Jordans, added: “We know it’s difficult for parents to strike the balance between getting kids out the door on time and their tummies full! In our research, one parent said: ‘You want to fuel them for the day, but they always want what is not healthy’.”