Client: Quaker Oats
Art Director: myself
Copywriter: Meghan Gates
Creative Director: Adam Celing
We created a Target Exclusive package to communicate that shoppers can use oats for way more than breakfast and encourage use for holiday baking.
We did a custom photo shoot for the Cranberry Oatmeal and Holiday Oatmeal Brittle images. We added some fun details, like adding a scarf to Larry the Quaker man and swapping out the "Heart Healthy" lockup for heart-shaped mittens. We also replaced the regular burlap/linen for the knit sweater background.
The blogger campaign extended the message and provided new recipes for holiday baking. The bloggers helped get the word out to shoppers and encouraged purchase.
With this design, we used the iconic canister tube to our advantage, turning the package into a birch tree. Imagine a shelf as full as a forest of trees. I like to show this design concept in my portfolio because it was loved by the entire Catapult team as well as the client. However, the Target buyer's vote was worth more!
Here's another concept that was well liked. The tone-on-tone icon pattern hints at the season while the red color palette distinguishes Old Fashioned Oats from Quick 1-Minute Oats (shown next in cyan).