Eggo is the category archetype for frozen waffles. Often imitated, Eggo had to prove that they were first in family breakfast— convenient AND tasty. So, how do you increase the appetite for America’s already-beloved waffle? The Kellanova Design Team worked with Design B&B to refresh Eggo’s visual identity to reinforce their status as “America’s favorite waffle" — building on an already golden design that was performing well in the market. The outcome is a warm and welcoming expression that reflects Eggo’s purpose: to create shared moments of warmth. The striking simplicity — a warm glow, a new logo that flows like syrup, and mouthwatering food photography — elevates the brand back to icon status. Turning the dial on a design system for a brand with 96% aided awareness and 55% market share of its segment (FTG) was a delicate exercise. But in consumer quantitative testing, the delicious new design achieved a +2% projected sales volume increase, a +5 point increase in purchase conversion, and moved the needle in shelf engagement, brand differentiation, taste appeal, key brand equity attributes, and breakthrough. With a homey comfort, the identity celebrates every offering’s distinct attributes and reminds today’s families that Eggo has something for everyone. In the words of consumers themselves, we heard “points for nostalgia,” “reminds me of homemade,” and “instantly recognizable.” Our Nielsen analyst summed it up in totality: “Overall, consumers believe that this design system feels the way Eggo was always meant to be.”