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.
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.