Branded packaging designed to reach different audiences

Audience is an essential part of brand design, and branded packaging is no exception. The IGA shopper was an influential part of our strategy to re-design the IGA proprietary label. That said, brand strategy that lacks flexibility will quickly prove itself worthless. After all, there are oftentimes when a brand needs to reach around its core audience and speak to their kids.

A case in point is IGA’s line of cereal, where the product variety required a design that could appeal to two distinct age groups without losing its connection to the overarching brand. Our strategy was simple: Adult cereals largely follow our “core” brand standards, while kids’ cereals feature a core design with custom elements, such as titles, characters, background illustrations and activity ideas. Who’s ready for some cereal?