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Special K

[Food Packaging, Visual Identity]


Kellogg’s, USA


Turner Duckworth, London/San Francisco/New York, United Kingdom/USA

Account Management

Isabelle Erixon

Creative Direction

Paula Talford

Graphic Design

Jessie Froggett

Head of Design

David Turner, Bruce Duckworth


Charlotte Barres

Special K is one of Kellogg’s most established cereal brands, first launched in the USA in 1955. The sales of branded cereals have been in decline due to their decreasing relevance for today’s female consumers. A redesign of the brand re-established Special K as a modern food brand for women who want to eat nutritious foods rather than count calories. In line with the redesigned logo, the new packaging design focuses on the depiction of the healthy ingredients.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2017/2018.