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Kellogg's Dinosaurs

Agency: CBA NVM
Creative Director: Rustam USMANOV
Location: Russia
Project Type: Produced
Client: Kellogg's
Product Launch Location: Russia
Packaging Contents: Breakfast cereal
Packaging Substrate / Materials: Carton, paper
Printing Process: Flexography

The mission
To build a new brand in the niche of ready breakfasts and cookies. At its core, the product itself, its unique form: flakes in the shape of paws and fangs and cookies in the form of dinosaurs’ eggs, as well as in the form of animals themselves. Therefore the brand name was chosen «Dinosaurs». Our primary task was to create a main hero who would evoke positive emotions. The next step was the work on the design of the packaging.

The solution
3 heroes were created: T-rex, Pterodactyl and Triceratops. After the consumer testing it was decided to choose the T-rex as the main character. We added a warm proprietary typography, and a jungle-like packaging, all in a dominant shade of blue for standing out in the shelves.

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