Quaker Oats can be found in more than half of the homes in America, so brand recognition wasn’t the problem. While nutritious oats should have been a natural fit for their lifestyles, Quaker was somehow not connecting with health-conscious people — particularly Baby Boomers — who were leaving the brand for other healthy alternatives.
Our creative idea was simple. We created a new visual and verbal system to shift Quaker from a humble heritage cereal to a heroic modern superfood: easy to understand, simple to engage with and powerful to use.
A new design system signals Quaker’s timeless brand values, while building credibility in our new nutrition-forward positioning. We used functionality, simplicity, and empathy as filters when developing each element in the system.
In the end, our work transformed America’s oldest packaged cereal company into a modern health and wellness brand.