We were asked to create communications that highlight the unique qualities of Eggo waffles and prompt someone to say "L'Eggo my Eggo.”

Inspired by the immediately recognizable, iconic shape, we designed a typeface derived directly from the waffles themselves. Referencing the positive and negative space created by the grid, along with a waffle’s organic qualities resulted in a unique, ownable, typeface we call Waffle Rounded.

The result was a distinct, immediately recognizable typeface that leveraged unique product qualities. Year to date Eggo sales are up +6% in Dollar Sales (YTD w/e 3/7/15) and +1.4 share points in the Frozen Breakfast category.

Iconic Eggo waffles have been un-shareable at the world's breakfast tables since 1972. The target is parents with a fun, modern parenting approach. Rather than over thinking breakfast, they rely on crowd-pleasers that keep things enjoyable and drama-free for everyone.