Dorset Cereals Refresh

We’ve been Dorset Cereals’s brand, design and marketing team since we first rebranded their business for Langholm Capital ten years ago. Our original redesign helped grow its brand value from £4m to £45 million in just three and a half years. Our challenge from the new owners, The Wellness Group, was to do that all over again and build on the success. Following an extensive piece of consumer insight work, we realised that people’s relationship with Dorset Cereals went way beyond the products themselves. Dorset Cereals consumers are sophisticated, have great taste and believe in the power of design and aesthetics. Our packaging was as important as the product inside as it lifted their spirits and made them feel good before setting out for the day. So, we developed a new campaign, which we called “life begins at breakfast” aimed at capturing that ‘carpe diem’ spirit and that moved them on from being just a ‘simple pleasure’. The packaging got a facelift with highly decorative illustrations that turn simple cereal packs into pieces of delightful tableware.