Honey Monster Puffs “gets rid of design nasties” to reflect drop in sugar

The cereal with the well-known yellow, fluffy monster has been rebranded, taking on a more “natural” look to reflect a new recipe bringing it just below the “high in sugar” boundary.

Cereal Honey Monster Puffs has been rebranded with a more “natural” look to reflect the fact it has reduced its sugar content by 25%.

Studio Robot Food has completed the rebrand, dropping the “warning sign-esque” red logotype, for a flatter yellow and white one.

The packaging design has also been stripped back, replacing the photographic style with a more illustrative one. The sky and grass imagery has been removed and replaced with a light blue background, and an entirely blue, white and yellow colour palette has been incorporated.

The brand’s yellow monster is still central to the branding, but has been redrawn to have a “naïve, storybook feel”, says Robot Food senior designer Mike Johns.

“We thought the honey monster was a bit creepy, so we took away the realism and modernised it,” he says. “The character still engages by looking at the consumer, but we’ve made it more personable.”

This illustrative style carries through to the back of pack, where images depict the ingredients used to make the cereal, and there are “tongue-in-cheek” jokes to “interact” with consumers, says Johns.

The main aim of the design is to make the brand look “more natural and organic”, he says, which reflects the cereal’s new recipe. It has reduced its sugar from 29g per 100g to 22g per 100g, taking it just below the boundary of being “high in sugar”, which is 22.5g per 100g, according to the National Health Service (NHS).

The reduction moves Honey Monster Puffs from red to amber in the traffic light coding system used on food packaging. The recipe change follows a name change for the brand, which was previously called Sugar Puffs.

“We’ve got rid of the nasties from the design and made it purer and more natural, with less computer-generated imagery (CGI),” Johns says. “We feel we’re allowed to do this thanks to the new recipe with less sugar. The main thing was to modernise the dated design.”

Johns says that the new branding and packaging aims to target the brand’s “core consumers” of children, but also hopes to reach a “wider audience” of adults.

The Making Of Honey Monster Puffs from Peepshow on Vimeo.

Consultancy Peepshow was also commissioned to create an animation to go alongside the rebrand.

The new branding and packaging rolls out nationwide in stores and online from April.

The previous branding and packaging
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  • James Souttar March 28, 2017 at 10:09 am

    This just says everything about how home counties tastes have come to dominate creativity in the UK, in the same way that home counties values now dominate British politics. It’s sentimental, backwards-looking, childlike, kitsch: just like a John Lewis Christmas advertisement. And it gives us a glimpse of the style of Brexit Britain, even before Article 50 is triggered.

  • tim masters March 28, 2017 at 10:23 am

    I like the redesigned packaging. It looks great. But have always felt uneasy about Sugar Puffs’ rebrand to Honey Monster Puffs.

    I don’t know if the recipe has changed again since its earlier name change, but back then 2% of sugar was taken out of the ingredient mix while 20% honey was added back in. Yes, honey is a natural product, but it’s still just another sugar (albeit unrefined) so the healthy eating thing seems to be slightly deceitful to me.

    This isn’t any reflection on Robot Food’s work on this, which is nice. It’s more to do with a conflict I have in my head about our (designers’) place within some areas of commerce and industry.

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