We are proud to say that we have played an instrumental part in delivering Kellogg’s largest ever cereal packaging redesign, simultaneously adapting 13 iconic brands across 16 European markets, in 13 different languages.


The challenge was exhilarating – orchestrating the brand’s most influential redesign project in 113 years!
The objective? To proudly return Kellogg’s to its status as leader of the cereal category across Europe, whilst helping create a coherent portfolio with an iconic and instantly recognisable look and feel.

Kellogg’s strategic design partner were tasked with developing a contemporary design that would bring greater clarity to the packs, and make it simpler for consumers to navigate on shelf. A redesign of this scale, size and complexity required intense levels of care and consideration, both from a crafting and technical perspective, in order to ensure a successful roll-out. To deliver the iconic new packs across Europe and the Middle East, Kellogg’s needed a conscientious brand guardian to meticulously oversee the whole design-to-print process.

Cue Aire Design

Bridging the gap between the strategic design agency and the production agency, our approach seamlessly amplified the original brand vision right through to production. From receiving the strategic intent, along with initial guidelines, we developed the toolkit consisting of packaging design masters and assets covering a variety of markets, variants, formats and sizes for all 13 brands within the portfolio. All were meticulously created and crafted in line with the global brand standards.


This innovative Adaptive Design solution enabled Kellogg’s to make cost-savings across the whole process, by allowing the partner agencies to focus on their core expertise. It also ensured that the new pack designs reached market quickly and cost-effectively – without compromising the original brand integrity.

Pete Matthews
Head of Packaging Design and POS at Kellogg Europe


“The role of Aire as our Adaptive Design partner has been absolutely integral to the successful implementation of this project. Landor set the bar high with the pack design architecture and brand guidelines, so it was imperative that the roll-out across our portfolio was executed meticulously to preserve the strategic intent of the work. Aire smashed this challenge, ensuring that the design principles were carried through on every pack. They made the whole process enjoyable by being a lovely bunch of people to work with – thanks Aire!!”


To discover more about the benefits of Adaptive Design, visit