B&B Studio Rebrands Mornflake Cereal
Cereal brand Mornflake has unveiled a new identity for its range of oat-based products, with design by B&B studio.
The rebrand aims to highlight not only the nutritional benefits of the cereals but also Mornflake’s heritage as the fourth-oldest family-owned brand in Britain.
As a result, B&B studio has created a new positioning around ‘Strength through Oats’, and a new strapline ‘Mighty Oats’.
The brand refresh also includes a new logo, with both the mark and typography getting updated. Featuring three shire horses, the design is said to have been inspired by an original illustration drawn from the Mornflake archive that shows Flossy, Bonnie and Metal – the horses that once pulled the binder that harvested Mornflake’s oats back in 1915.
“Previously depicted in a more rustic style, this cleaner, contemporary execution symbolises both the brand’s heritage and the concept of strength, a core benefit of oats,” explain the designers. “Its distinctive and vibrant orange hue is drawn from the original Mornflake colour palette to be instantly recognisable to the existing customer base.”
The packaging design, meanwhile, sees the introduction of a new banner device that is claimed to build uniformity across the ranges. Classic and premium ranges are differentiated by background, from white and transparent packs featuring colour-coded banners to fully coloured packs.
To further differentiate the brand’s more health-focused oatbran range, which boasts cholesterol-lowering properties, the design features an enlarged, cropped image of the three horses logo to reflect the “mightiness of the product within”.
“As one of Britain’s oldest brands, Mornflake has a rich history and a great story to tell. We worked closely with the team to communicate this through a hugely meaningful logo, strong brand equities and clear, consistent brand architecture,” says Shaun Bowen, creative partner at B&B studio.
“After 15 generations and almost 350 years as a family-owned company, we are proud of our legacy as a trusted breakfast brand. B&B studio has built consistency and strength into our brand language,” adds Mornflake’s marketing boss, Richard Jones.