winner winner chik’n dinner!

We’re honored to have received a Designalytics Effectiveness Award for our MorningStar Farms packaging redesign, which earned the brand a 14% sales increase in just six months

Designalytics is an industry leader in analyzing design-driven brand growth. Their Effectiveness Award is given to brands whose redesigns have changed buyer behavior and increased sales. Read the full article here.

In just six months retail sales increased by 14%, with an annualized impact of nearly $6 million

Meat substitute brands have come a long way from their hippy-dippy days — so much so that veteran brands like Kellogg’s MorningStar Farms were struggling to keep up. Design B&B had the opportunity to redesign MorningStar Farm’s vast portfolio to stand out on busy freezer shelves, streamline cluttered pack designs, and increase appetite appeal. 

Kelloggs Fantasy Waffles on the Dieline

DBB and MorningStar Farms worked to modernize the brand’s existing assets with a gentle evolution of logo and color palette, flavor-forward restructuring of pack communication, and “perfectly-imperfect” food photography that took cues from Instagram trends. The refreshed design system celebrates mouthwatering flavors and a friendly, backyard barbecue feel. And our collective efforts paid off. In just six months retail sales increased by 14%, with an annualized impact of nearly $6 million. 

“The packaging is your most tangible asset, and your most powerful marketing tool. It’s the thing that gets the most eyeballs,” said Heidi Ray, marketing director at Kellogg. “The role design played as the beacon for the refresh and resurgence of this business cannot be overstated”

What can we say? Well-designed chik’n just tastes better.