(Est. 1675) “Mornflake is a cereal production company located in Crewe, Cheshire, United Kingdom. Mornflake is a family business, still independently owned and managed by the direct descendants of the original William Lea, over 15 generations ago. That’s a lot of breakfasts! Originally Mornflake milled oats for farmers, but now sells delicious milled product all over the world. Most of Mornflake’s grain is ‘contract grown’ on specially selected farms throughout the United Kingdom. By placing these contracts Mornflake helps to conserve fantastic British agriculture, recognised globally for highly skilled farmers, superior technology and fertile soil & subsidies from high rainfall, producing award winning crops. With expertise, skills and secrets handed down from fathers to sons and over 330 years of milling experience, it is no wonder that Mornflake is able to produce what is undeniably the finest range of oat cereals available today, winning international gold medals for the quality, purity and consistency of our oats year after year.”
B&B (London, UK)
Determined to align the health benefits of oats with Mornflake’s longevity as a business, B&B created a new positioning around ‘Strength through Oats’, and a new strapline ‘Mighty Oats’. A new logo of three shire horses gives visual weight to this message. The imagery is taken from an original illustration drawn from the Mornflake archive, which shows Flossy, Bonnie and Metal – the horses that once pulled the binder that harvested Mornflake’s oats back in 1915. Its distinctive and vibrant orange hue is drawn from the original Mornflake colour palette to be instantly recognisable to the existing customer base.
B&B introduced new clarity to the architecture, creating clear ranges around core oats, oat-based products and oatbran products, with tiering within each. The packaging design includes a new dynamic banner device that builds uniformity across the ranges and gives the brand an ownable and recognisable visual language. Classic and premium ranges are differentiated by background, from white and transparent packs featuring colour-coded banners to fully coloured packs. To clearly differentiate the brand’s more health-focused oatbran range, which boasts cholesterol-lowering properties, the design features an enlarged, cropped image of the three horses logo to reflect the mightiness of the product within.
B&B provided text
Images (opinion after)
The oat-blowing-in-the-wind illustration of the old logo was pretty great, with a strong dynamism and asymmetry, but it was ruined by an atrocious wordmark planted in front of it. A full-on departure from the old, the new logo has a great illustration of three horses in dramatic perspective doing some oat-harvestin’. It’s very nicely detailed and strongly executed. Even though the wordmark is set in the much-used Brandon Grotesque, it feels quite appropriate here and it pairs very well with the illustration. The old packaging had so many disparate things going on and all of them were on the cheesy side. The new packaging looks great, with the big, bold banners wrapping around some oats and large, clear typography accented by the logo above. The extension of the look from the oat bags to the granola bags is really good, with the banners wrapping around the ingredients in a fun way. The Oatbran packaging is kind of an outlier from the system but it still looks good. Overall, a great redesign that feels contemporary and hints at the company’s long history.