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.
Spring 2020
Background
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.