Quaker Brand Transformation



The Challenge

If America is so obsessed with health and wellness, why are so many Americans unhealthy? Perhaps it’s because we're so overwhelmed with information we don’t know what to trust. So we turn to food fads rather than proper nourishment.


Quaker was the first company to put affordable nutrition in easy reach. 140 years later, it was once again time for Quaker to show the world how to eat well.


We were tasked with strengthening Quaker's strategic foundations that would go on to inform the visual and verbal design system — serving up Quaker in a whole new light across campaigns, products, and platforms.


Our starting point was to agree on an inspiring and active purpose for the brand: to strengthen the foundations of a healthier world through simply powerful nutrition for all.



The Story

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.