New graphics 'pop' pastry packaging

In order to appeal to a more diverse demographic range of consumers, Kellogg’s turned to DuPuis (Los Angeles, CA) to create a dynamic graphic design concept to differentiate its Pop-Tarts-brand pastry packaging from the competition.

Aug 31, 2002

The overall goal of the redesign was to leverage the product’s established position as a category leader and to further build the product line into a preeminent family brand. Released in the marketplace in June, the Pop-Tarts redesign features a more contemporary graphic style, using color to create a progressive, uplifting, and clean appeal. DuPuis designers replaced the white packaging with blue to maximize the product line’s retail shelf impact. The Pop-Tart line is available nationwide.

Kellogg Company

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