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Brief Published: 24 Jul 2015

Cereal Grows Up

Mun Joo Kim's cereal box designs for Kellogs

LA-based graphic designer Mun Joo Jane has conceived two packaging concepts for cereal brand Kellogg's that break free from conventional formats commonly seen across the category. Steering away from aesthetics aimed at children, Jane's concept takes a more sophisticated, sleek approach.

The first design comprises is a cylindrical container featuring a transparent window. The top of the packaging is detachable and doubles as a measuring cup, allowing individuals to easily exercise portion control. The second concept is a traditional milk-carton-shaped box that states: 'I am not milk. I am cereal'. The streamlined, yet playful packaging is intended to maintain the fun, light-hearted factor associated with Kellogg's products.

Shape-shifting solutions that challenge traditional perceptions of packaging design are enhancing functionality and supporting consumer needs and trends. For more on this, see Packaging Futures: New Formats. Meanwhile, Elevating the Everyday looks at upgraded formats for daily consumables. For a wider look at innovations in the breakfast category, see The Breakfast Boom.