The Drawing Board: Kellogg’s Mini Wheats
“Brilliant design begins with brilliant ideas, you cannot have one without the other. That’s why our creative journey always begins with a pencil.”
Here at Motor we take pride in our approach to great design work. In our #TheDrawingBoard series, we take you behind the scenes of some of the ideas that don’t make it to the shelves.
Creative Director Peter Cooper breaks down the creative process behind this unpublished project for Kellogg’s USA.
How would you describe your initial approach to the designs?
Our strategy needed to deliver on two key points: Make mums feel better about purchasing Kellogg’s Mini Wheats for their children, and to ensure that the design engaged with those children. The ever growing global trend towards healthier eating is becoming a priority particularly when products are targeted towards children so getting the balance right was crucial.
What was the biggest challenge when designing these concepts?
Making sure we had a thorough understanding of the cereal category within the USA and striking the right balance between nutrition and fun.
Where did your inspiration come from for the designs?
As part of our research we looked into how Mini Wheats are manufactured. We discovered that the wheat grains are spun into long fibrous strands. These strands are then stacked together in layers which are finally cut into small biscuit shapes. This process inspired one of our concepts. Another key inspiration for us was looking at the origin of the wheat and where the journey begins — the farm.
Finally we looked at how we enjoy our cereal in the mornings, typically with milk, so we looked at how milk could help tell the story of delicious and nutritious.
What was a major highlight when designing these concepts?
Working on cereals really gives you a chance to have a little fun and think like a kid again.
What’s the best piece of advice you have heard and repeat to others when designing artwork?
Brilliant design begins with brilliant ideas, you cannot have one without the other. That’s why our creative journey always begins with a pencil.
What is your personal motto?
While most will settle for good enough, be the 1% that will fight to the bitter end to be brilliant!