The Ask //

Setting the tone for Back to School season, we are promoting the iconic partnership of Kellogg’s x Feeding Reading, igniting a feel-good excitement with our da: 1 box = 1 free book.

The Essence //

It’s simple. 1 box = 1 free book.

Art Direction //

• Nailing the typeface and the color palette were at the top of my list on this one. In fact, for many of the deliverables “1 box = 1 free book” lockup is the only communication there will be space for.

  • Side note: I have observed a pattern of this type of detail being dismissed under the assumption that there is no room for creativity. The opposite is true. Having almost no space & still making an impact is all the more exciting challenge. The details are everything – literally make or break for a brand.

• The typeface // Bold and clean with a childlike undertone, popping off the box even in one of the most noisy grocery store aisles. How many of them will be using a generic, chalkboard-style font?

• Staying in the vein of simple, clean vector art // Adding a subtle book spine on the left side of the box book pages on the right – literally turning 1 box into 1 book – makes for a “quick get”.

• The chopping block // As you can see in most of the final artwork, the client killed the book spine and pages right before we went to print. Remember when I said typeface & color need to be on ten because they are completely carrying the team? Good thing I wasn’t caught hanging my hat in the wrong place.

• Mandatories // (1) offer lockup (2) Feeding Reading logo (3) a character from one of the approved books (assets provided) or one of the children from the Back to School shoot – depending on the deliverable (4) include the entire client-provided 3-step redeeming instructions, and the accompanying legal essay I mean paragraphs. Some deliverables are executed in English-only, and others have a Spanish translation accompanying all copy.

• The bar across the top of each box is called a snipe // We are generally limited to precise specs provided by the client. Outside of that, of course there are many other strict boundaries around artwork on-pack.