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.
Before modernizing Froot Loops and Toucan Sam, goDutch followed our nose back to the beginning of the brand. Froot Loops had always been about imagination and adventure, and Toucan Sam, the quintessential friendly explorer.
There was an opportunity to bring in more modern, imaginative design cues and reclaim our adventurous personality, while respecting the iconic and beloved aspects of the brand and character.
The modernized brand and character design resonate with parents who have strong childhood memories of Froot Loops and Toucan Sam, while connecting to their kids, a whole new generation of imaginative explorers ready to ‘Follow your Nose.’
