New look for Kellogg’s

Kellogg’s has moved away from its trademark bright, brash cereal box by introducing luxurious ice-cream-inspired packaging for its World Temptations cereals.

Designed by Coley Porter Bell, and with definitions such as Mediterranean and Caribbean, the new ice cream tub-style boxes feature landscape designs such as a Tuscan farmhouse, and evocative shots of ingredients.

The Kellogg’s icon is smaller, with gold lettering. ‘World Temptations takes cereal beyond the breakfast table,’ says a company spokesman. The cereals will be launched at the end of September.