ABOUT

Jungle Crunchalots Fillows

THE DESIGN CHALLENGE 
Jungle Oats is a South African heritage brand synonymous with breakfast cereals, and of course, oats. In the last few years, Jungle has launched many additional product ranges from breakfast bars to muesli. We were tasked to design a new sub-brand for their ready-to-eat cereal, Crunchalots. Fillows are a brand new format (oat pillows with a creamy filling), aimed at kids, and straddling the cereal / healthy snacking occasions. The dual occasion consumption of Fillows needed to be crystal clear, and the visual language had to be fun, engaging and disruptive on shelf.

DESIGN INSPIRATION
Breakfast time in most households involving kids, is seldom a neat and tidy affair. We took our lead from the table set up - the bowl, the milk splashes and the chaos of the morning rush.

DESIGN SOLUTION 
We utilised a big and bold circular device in the centre of the pack and divided it in half to clearly convey the choice of eating Fillows as a traditional breakfast cereal (with milk) or as a snack (on its own). The rest of the pack is playful and free, with milk splashes being utilised to make up the logotype. 

THE RESULT  
A playful and engaging pack designed around the central communication message.