Known as the frontrunner in the breakfast cereal market, Kellogg Japan is taking advantage of its nutritional and technical know-how to branch out into new areas that address ever more diverse eating patterns. The Cereal Biscuit Crisp launched in August 2006 is an example of this trend, and it was Bravis who was approached to come up with a suitably appealing package design.
There are three varieties of biscuit: All Bran Cereal Biscuit Crisps, attractive triangular biscuits made of all bran with added maple sugar; Brown Rice Flakes Cereal Biscuit Crisps made by toasting Brown Rice Flakes with honey; and Special K Cereal Biscuit Crisps made from Special K that’s been toasted with vanilla and honey flavorings. All the biscuits contain seven kinds of vitamins, not to mention healthy doses of iron, fiber, calcium and so on.
Since this is a category that has gone beyond the traditional bounds of traditional breakfast cereal, being accessible and easy to understand was the key factor in the package design. Bravis therefore retained some elements of from the cereal packaging like the brand logo and color, but added photographs of the product to communicate the difference in shape, taste and a sense of when and where it can be eaten. These biscuits are now on sale on a national basis.
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- Package Design