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BetterByDesign: Sometimes even for dinner

A monthly feature celebrating design, relating to the categories we love the most.

Breakfast cereal. A household staple since the 1940s. It’s a category full of iconic brands. It’s an aisle in which consumers have great affinity and strong brand loyalty for their favorite offerings. Full of nostalgia and innovation, the cereal aisle is plagued with busy–yet familiar–aesthetics across its countless offerings. Cereal’s package designs have not advanced to meet changes in the way consumers shop in store like other categories have evolved. This expansive aisle is still overwhelming, to say the least. How can this beloved category be made better by design?


Executive Creative Director