When a company has their back against the wall, the temptation to start from scratch can be a strong one. Our belief, however, was that Kashi needed to reinstate themselves as a category leader by taking pride in returning, truthfully, to their roots. The honesty of their food needed to be reflected through their design, rather than hiding behind generic imagery.

With a portfolio-wide commitment to Non-GMO Project Verified products and a growing organic offering, Kashi sought to develop packaging to better reflect its progressive food values and highlight the stories behind each product. Food is front and center against a clean white canvas and accented with a design that is unmistakably modern and contemporary – with clean lines, vivid colors and straightforward typography. The packaging is a bold / striking departure from the origins and codes of the natural/organic category, which has previously drawn inspiration from mother earth with reliance on farm and fields visuals.

Kashi is a brand close to peoples’ hearts and the response to the redesign has been overwhelming. Many key retailers in both the mainstream and health channels have lauded the redesign as Kashi’s return to glory and praised the simplicity and strength of design within the category. A brand new visual identity, as well as the unique photographic assets has also meant that Kashi can confidently start their social media footprint, something not previously possible due to their confused design language and media strategy.