Spring 2020

Background

Quaker Oats is a classic “everyman brand.” The brand is a friendly, family staple, and works hard to provide a quality and affordable product. Quaker Oats has always had the values of faith, trustworthiness, and hope expressed through their mascot: The Quaker Man. The brand’s colors and typography choices as a whole also convey a sense of friendliness and down-to-earth roots.

Challenge

  • 50% of consumers find the Quaker Man to be unsettling, which can impact the total sales of Quaker Oats products.
  • Navy and dark red convey the quality of the brand is mediocre.
  • Brand consistency varies in design from product to product and colors from flavor to flavor.

Solution

  • Redesign the Quaker Man completely, and shift the focus to the brand name.
  • Change the colors to a light steel blue and a vibrant red-orange to give it a modern twist while still relating to the everyday consumer.
  • Create a systematic packaging format with changeable elements for every product.