Willow Valley, Old Grain Mill, Lowan and Olympic were four cereal product brands owned by Consolidated Foods Australia. Individually each had poor brand awareness, yet collectively, ranked number four in market share. Lowan was the brand chosen to consolidate these into one.

Compared to Kellogg's, Uncle Tobys and Sanitarium, Lowan's budget for a brand awareness campaign was very low. Our packaging design needed to create an immediate and powerful on-shelf presence.

Working with the brand proposition, 'healthy nutrition made simple', our creative strategy was to design a range of packaging that had a strong yet sophisticated house brand look and feel. The effect was two-fold. It immediately established the 'Lowan' brand with strength and clarity, and the communication hierarchy in itself supported the brand proposition.

Imagery with high appetite appeal as well as simple graphic devices emphasising health benefits or features created a consistent and clear brand promise.

A successful launch exceeded initial sales projections and saw the ongoing introduction of many new sku's.

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