Dragon rebrands Puffed Wheat

Dragon Brands has created the look for today’s relaunch of Big Bear’s cereal brand Puffed Wheat.

The rebrand of the product, previously owned by PepsiCo’s Quaker subsidiary, follows Big Bear’s acquisition of Puffed Wheat in 2006.

The company, which also bought Sugar Puffs and Harvest cereal bars, created Honey Monster Foods, the registered company for the three products, according to a Dragon spokeswoman.

The consultancy won the business through a two-way competitive pitch last July, with a view to creating a distinct brand identity and packaging design for Puffed Wheat that would drive sales among the over-45 audience.

Once the Quaker branding had been stripped away from the packaging, it left a generic pack without personality, according to Dragon creative director Chris Barber, who worked with Honey Monster Foods brand manager John Price on the project.

‘The challenge we had was that the Big Bear had inherited the Puffed Wheat brand but couldn’t endorse it with Quaker. The pack was quite generic and lacked a sense of quality,’ says Barber.

The consultancy came up with the idea of The Good Grain Company as the masterbrand, to give a feeling of heritage and expertise, and also to allow for development of a wider range of products under this masterbrand.

‘The idea is that it will endorse the Puffed Wheat brand, allowing for new product development,’ says Barber.

In terms of graphic design, Barber explains that the Puffed Wheat logotype had to be retained, but has been refined. Changes to the packaging include ‘beautifully shot wheat’ to convey provenance and health benefits.