Cheerios

FutureBrand were given the opportunity to partner with Cereal Partners Worldwide in order to develop a new identity system that anchors the CHEERIOS® brand into the power of a positive mindset. At the genesis of the project, FutureBrand started by conducting a strategic analysis to determine the meaning and opportunities for CHEERIOS® and therefore successfully communicate CHEERIOS®' inherent iconicity. The conclusions helped us draw a clear roadmap for creative exploration. The result is a playful, joyful and positive brand universe. The CHEERIOS® hoop has now become the centre of the visual system, the carrier of its iconicity.

This global brand redesign started with the core portfolio, followed by a global rollout across the other breakfast cereal formats within which the brand operates (oats, organic, cereal bars etc). The new brand universe was embodied through a playful and flexible brand book so that all global stakeholders could creatively adopt it and therefore become their most fervent ambassadors. A launch campaign has also been created by FutureBrand, in order to reassure loyal consumers on taste and that the CHEERIOS® they know, and love is unchanged. This campaign has been translated through several media touchpoints, digital videos, animated banners, website content, social media, and activations. CHEERIOS® is now ready to hoop the world for many years to come.