| Convenience Food Groups: Frito-Lay Inc. Quaker Snacks, A Division of Pepsico 2006 ReBrand 100 Winners > merit Industry: Foods - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - Redesign of packaging for different lines of Quaker Bars was driven by the desire to capitalize on the equity of the original Quaker Brand and to create a single Mega brand presence through an integrated visual language. Strategy/Result - After a thorough audit of the original Quaker brand, O&J Design identified three cornerstones of its visual identity: Quaker name, “Larry” (Quaker guy); and the blue and red original container. In the development of the packaging architecture, they used these three elements as a foundation to always link the bars to its mother brand. Then they introduced other identifying elements across all lines in a consistent manner, at the same time employing visual elements to distinguish specific lines. O&J enhanced the taste appeal by incorporating photos of fresh ingredients. Throughout the process, they balanced the need for integration with some existing loyalties established by current brands. The firm retained most of the logotypes but modified them to achieve visual impact and originality. Credits: Client: Convenience Foods Groups: Frito-Lay Inc. Quaker Snacks, A Division of Pepsico - www.quakeroats.com Marketing Firm: Acme Idea Company, LLP - www.acmeidea.com Creative Firm: O&J Design, Inc. - www.oandjdesign.com Creative Directors: Barbara S. Olejniczak, Andrzej J. Olejniczak Designers: Andrzej J. Olejniczak, Joanna J. Seitz, Haelim Oh [back] |
