Quaker Design & Branding QUAKER BRAND IDENTITY MAKEOVER by Hornall Anderson

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market United States
Agency Hornall Anderson
Creative Director Michael Connors
Designer Ashley Flanagan, Leo Raymundo
Released October 2012

Credits & Description

Advertiser: PEPSICO
Category: Other Consumer Products (including Durable Goods)
Designer: Ashley Flanagan (Hornall Anderson)
Design Director: Jana Nishi Yuen (Hornall Anderson)
Creative Director: Michael Connors (Hornall Anderson)
Logo Retouching: Tal Lemming
Designer: Leo Raymundo (Hornall Anderson)
Strategist: Patrick Rowell (Hornall Anderson)
Illustration Retouching: Sean Onart

Client Brief Or Objective
Today, Quaker is one of the largest better-for-you food brands in the world. With a 135-year-old heritage of conveying trust and tradition, Quaker faced global fragmentation and waning sales. Research indicated that the “Quaker man” is considered a positive symbol of the brand worldwide. But consumers were hungry for an optimistic and modern expression that better reflected the way oatmeal made them feel.

To contemporize his look, we made him appear more energetic, younger and several pounds lighter. Through subtle retouching to his face and neck and shortening of his wig, he essentially went on a diet. The refreshed identity now represents the healthy lifestyle the Quaker brand embodies worldwide.

The new look caught on and quickly spread. But the true measure of its impact came late at night as the Quaker refresh met pop culture when much-loved TV talk show hosts like Stephen Colbert and Conan O’Brien featured the new look in their monologues. With so much positive coverage, consumers were primed for the new packaging, and ready to see an old friend in a whole new way.

Brief Explanation
It was a global-market challenge, playing out in local markets around the world. So we dove into those communities large and small, near and far. Everywhere we went, we discovered that the Quaker man had meaning, with a rich heritage that conveys trust and tradition. So we set out to contemporize the brand and increase its relevance…without drastically changing an icon people loved.