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Froot loops toucan1/12/2024 Packaging Play The box is an important touchpoint for any cereal brand. We brought it all together with an illustration style that was simple but bold to ensure that the refreshed Toucan Sam popped in both print and digital environments. We paid homage to the past, by incorporating the three original Froot Loops cereal colors – red, pink and yellow – into his tail feathers. The rings on his beak are one-of-a-kind and we used them as a way to infuse more color and vibrancy into his expression. As a way to connect with kids and parents alike, we updated his expressions to be more cheerful, optimistic and youthful. Our goal was to amplify what makes him unique and recognizable, while refreshing his illustration style, features and expressions. Modern Makeover We started by clearly defining Toucan Sam’s distinctive assets. Integrating the iconic and colorful loops was the final touch to this ‘sweet’ logo update. We then crafted the letterforms, bringing to life the sense of fun and playfulness associated with Froot Loops. We began by stripping away any overly stylized graphic effects. Loopy Logo The Froot Loops brand is an iconic part of cereal history and we approached the logo update with care and craft. We needed to carefully balance Froot Loops’ assets, while updating the design and tonality to be more relevant and engaging with today’s cereal lovers. The redesign included a refreshed logo, updated Toucan Sam character and a new package design. There was an opportunity to bring in more modern, imaginative design cues and reclaim our adventurous personality, while respecting the iconic and beloved aspects of the brand and character. Froot Loops had always been about imagination and adventure, and Toucan Sam, the quintessential friendly explorer. The logo and brand design were dated and no longer represented adventure and fun that Froot Loops stood for as a result, the brand wasn’t meaningfully connecting with consumers.įrooty Roots Before modernizing Froot Loops and Toucan Sam, we followed our nose back to the beginning of the brand. His realistic features and human-like characteristics didn’t work in today’s digital environment. Once a leader in the cereal aisle, Froot Loops was being overlooked and Toucan Sam had become less and less relevant. He’s too bright, too cheery, and overall, a bit traumatizing.Since 1963, Toucan Sam has been bringing fruity deliciousness to cereal bowls everywhere. Like you can’t look at him too long without feeling a little scared. What they ended up with is a horrifying, psychedelic bird that looks like something you might see if you were on mushrooms or LSD. Toucan Sam first became the mascot in 1968, but he didn’t start looking like the cartoon we know (and love) today until the 1970s, so it makes sense that Kellogg’s might want to revamp him a bit. They could just put Sam on the front and you would know what you were getting.īut Sam has recently received a makeover. Besides Tony the Tiger, the lepruchaun from Lucky Charms, and BuzzBee from Honey Nut Cheerios, Toucan Sam on the Froot Loops box is up there as most recognizable.Īt this point, they don’t even need to put a picture of the cereal on a box of Froot Loops. When it comes to cartoon mascots for cereals, he’s definitely one of the more memorable ones. Toucan Sam has been the mascot for Froot Loops for decades, but the brand decided to give the cartoon bird a makeover and fans are not happy. By Sarah Perchikoff 2 years ago Follow Tweet
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