With all of the confusion around brands shouting health claims, Chex had an opportunity to use design to bring forward the simplicity of the brand and its products.

We created visual system to pay homage to Chex’s iconic square shape. We also simplified on pack communications while introducing new, more meaningful design elements that spoke to the simple wellness of the product. A vibrant color system was introduced, which was seamlessly transferred onto the existing product while also supporting new product innovation.

The strongest master brand assets were leveraged as the connective tissue linking the ‘Simple Wellness’ story across its product portfolio.