A Froot-tastic Brand Refresh.

Since 1963, Toucan Sam has been bringing fruity deliciousness to cereal bowls everywhere. Once a leader in the cereal aisle, Froot Loops was being overlooked and Toucan Sam had become less and less relevant. His realistic features and human-like characteristics didn’t portray the imaginative fun the brand stood for, and the style felt dated in today’s digital environment and didn’t connect to our target consumers.

The redesign included a refreshed logo, Toucan Sam character and package design. We needed to carefully balance Froot Loops’ assets, while updating the design and tonality to be more relevant and engaging with today’s cereal lovers.