Eggo has been America’s favorite frozen waffle for generations. The brand has been expanding to remain a top choice among the many options families have today. With the expansion of the brand, a robust innovation pipeline, and a rapidly evolving market, Eggo needed to update the brand and packaging to be well positioned for growth.
Mornings can be challenging for parents, and families are passionate about their Eggos. “L’eggo my Eggo!” has been a rallying cry at breakfast for generations. Brandimage understood that Eggo has the ability to play an active role in supporting parents by making it easier to give everyone an option they love, to rise above the unpredictability of the morning. Breakfast ought to be a great way to start the day with a smile.
Brandimage created a more clearly defined portfolio segmentation so today’s parents can easily find their family’s favorites, while also creating a platform for future expansion. The design architecture makes the variants easy to find, and differentiates the segments through both design personality and functional promise. The notion that Eggo is your fun and creative morning wingman is balanced with a bold and authentic photographic style that highlights the deliciousness of the food, and a clean design system that makes it easy to locate the family’s favorites.
The success of the redesign has paved the way for additional innovation, portfolio expansion, and renewed excitement from retail partners.