Quaker Oats Holiday Package—Target Exclusive
       
     
Target Exclusive Holiday Package
       
     
As seen on shelf
       
     
Collective Bias Blogger Campaign
       
     
Birch Design Concept
       
     
Pattern Design Concept
       
     
Pattern Design Concept
       
     
Quaker Oats Holiday Package—Target Exclusive
       
     
Quaker Oats Holiday Package—Target Exclusive

Agency: Catapult

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.

Target Exclusive Holiday Package
       
     
Target Exclusive Holiday Package

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.

As seen on shelf
       
     
As seen on shelf
Collective Bias Blogger Campaign
       
     
Collective Bias Blogger Campaign

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.

Birch Design Concept
       
     
Birch Design Concept

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!

Pattern Design Concept
       
     
Pattern Design Concept

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).

Pattern Design Concept
       
     
Pattern Design Concept