News

London-based creative agency BrandMe has said it fused the old with the new to redesign the packaging of heritage oat-based cereal brand Mornflake.

The company enlisted a lithograph artist to create a design that had a natural and reflected the company's history.

BrandMe drew on the heritage of the Lea family which started the Mornflake brand in 1941, but who had been milling oats in the Chester region since 1675.

"The brief really was to re-energise a very long standing, very interesting brand," said BrandMe managing partner George Riddiford.

"It's from a company that's probably one of the oldest oat milling companies in the UK, if not Europe," he added.

Riddiford explained that the main challenge was to present the oat milling heritage "in a way that wasn't just looking backwards, but was also looking forwards".

BrandMe have changed both the packaging design and format through the introduction of different box sizes and shaker tubes for the sprinkles line.

The Mornflake range includes Mornflake Superfast Oats, Mornflake OatsToGo, Mornflake Organic Oats, two variants of oatbran flakes and Oatbran sprinkles.

Mornflake will begin rolling out the packaging this week.