making Eggo as simple
to shop as it is to eat (and love)
why
To modernize and simplify Eggo’s packaging, making its expansive portfolio easier to locate, navigate, and enjoy!
how
By making thoughtful and evolutionary changes, like restructuring the hierarchy and flow of information, and modernizing the photography style, without reinventing the wheel and throwing off loyal shoppers.
what
A simple packaging system that easily flexes to accommodate product innovation and limited editions, and that turns the freezer door into a joyful sea of yellow.
my role
Sometimes designers give brands a lot of lip service about how much they love and know the brand as consumers, but it’s not an exaggeration to say that there are years of my life where Eggo was at least 50% of my sustenance. I was a senior designer during the first phases of this work, and eventually took over the client relationship and led our team through the completion of the full portfolio redesign. I also took the lead on many subsequent packaging design projects for new innovation and limited editions. One of the most fun was getting to design the actual waffle grid patterns for “Eggoji” waffles (see the 6th image).
credits
client Kellogg
agency Design B&B
core team Amy Brusselback, Liz Lovasco, Robin Beattie, Brandon Schneider, Amy Ackermann, Sammy Smith, Daniel Aberra
