Great days start with great mornings so I wanted to create a positive, inspiring breakfast cereal in response to the brief: Create a fun sized design concept and packaging for a new cereal product.
I wanted to inspire and uplift women through a positive, confident image of a female pilot. She already has three stripes so she’s doing well; metaphorically and literally she is flying high.
Here are my rough drawings whilst brainstorming ideas for the box creative…
The character was further inspired by the aviation PR work I’ve been busy enjoying in recent weeks, thanks to my client in Florida.
I thought that aeroplane shaped breakfast cereal would be fun and novel. This idea was warmly received in consumer testing, with enthusiastic feedback.
I later added the fruit, and additional cereal aircraft, into the bowl for the final iteration.
Once I had the character idea I felt the breakfast cereal design concept formed around her.
In order to create the entire packaging concept it was necessary to define the target market, and what would appeal to them, to decide the ingredients, flavours, also to create a cereal brand, logo and product name.
I had all this in mind when choosing the colour palette of gold, red wine and cobalt blue. These were colours I could use throughout to represent the morning sun, and the colourful sunrise sky.
I chose ‘Inspired Mornings’ for the cereal company brand, and after painting a sun in watercolours I recreated the round window effect of my ‘Inspire by Kim’ logo and added the new brand name.
Nutrition and natural ingredients are key to wellbeing, which is fuel for a positive frame of mind, so I wanted the flavours and sweetness to be natural, therefore I chose fruit flavours on a Tropical theme, This flavour choice was to evoke the idea that the pilot is flying to a tropical island destination.
Travel, new experiences and the relaxation enjoyed on holiday/ vacation are fundamental to enjoyment of life, so by bringing flavours that are associated with holidays into the cereal concept the consumer would start the day enjoying a breakfast that the brain can associate with positive, pleasant experiences and help the person benefit from the associated holiday feelgood factor.
By illustrating the ingredients it was possible to give the consumer quick visual references and these were to denote the fresh, healthy, natural qualities of the product and brand values.
The reverse side of the cereal box was a great fun opportunity to further inspire the consumer and providing positive affirmations to start the day, in the form of a circular word search.
The wordsearch was placed over the watercolour sun using my favourite digital application of present, Procreate.
I created a template to fit the sizes in the brief, 4×3 inches, and arranged the completed panels within this.
This was the completed concept.
I was delighted that as I completed the design I saw the Virgin Atlantic campaign to inspire young women with a day of activity using the hasttag #seeherfly Wonderful that this timing coincided with my design.
Have a flying start to a great day. 🛫
Here’s my recent work along similar lines…
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