Our objective was to reestablish the iconic brand with a new, younger audience. The creative concept “We are all Champions” was intended to open up the brand to more than athletes in order to connect emotionally with new consumers. The first step was to clean up the dated and affected visual identity.
Role: Creative Concept, Design Direction, Strategy, Art Direction, Copywriting and Design
The brand book is divided into two parts. Inspire contains brand history, and revised strategy and positioning. Inform is a functional guide to design, photography, copywriting, etc.
Good design is a must, however it is content that connects.
The unique history of the Wheaties brand allowed us to leverage an editorial
photography style that is both elevated and unexpected.