Good Grain: advert-top-1 by Robot Food

Good Grain and Robot Food have gone against the grain to create bright new branding that gives healthy breakfast cereals vibrant credibility, by the spoonful.

Recently purchased by specialist cereal manufacturer Brecks, it was time to inject the Good Grain identity with more life and purpose. Brecks asked Robot Food to undertake a full brand reposition. The team embarked on a study of consumer trends, followed by a collaborative brand workshop to establish Good Grain’s positioning, mission and values. After this came new product development workshops to develop a pipeline of launches for the brand. The original SKU of puffed wheat is now joined by new ‘Multi Grains’ and a ‘Plus Cherry’ for launch, with more exciting products to follow.

Next came the design. Drawing from the new brand blueprint, Robot Food developed the strapline ‘Good Grain, Good You’, and created an identity with a challenger brand feel that radiates on front of pack against a vibrant colour palette. Being 100% natural wheat and nothing else, Good Grain makes an ideal basis for a personalised breakfast, so the creative team positioned the cereal as ‘just the start and the rest is up to you’.

Sumptuous serving suggestions are shown on front of pack, including fresh yoghurt, fruit and other delicious ingredients and ‘combs’, with a call-out linking to further ‘grainspiration’ on back of pack under the title ‘5 days, 5 ways’. Encouraging personalisation is just the start of what’s set to take of on Instagram and other social channels.