Background: 

Kashi was releasing a new kind of snack bar, one that broke from the typical granola or protein format. While the category was growing, few products offered both a surprising, elevated taste experience and a clean, wholesome ingredient list. The goal was to create something unexpected: a bar with rich textures, layered aromas, and culinary-inspired flavour, while still meeting the brand’s high nutritional standards.

Scope & Impact: 

We partnered with Chew Group, where food scientists and Michelin-starred chefs co-created the product vision, to bring this idea to life. Our role began at the very foundation: developing the brand strategy, naming the product, and defining its voice and values. The visual identity was carefully crafted to reflect the duality of joi: the elevated, surprising flavour experience and the clean, transparent ingredient story.

We designed the packaging to stand out on shelf while signalling quality and care, using bold colour palettes, ingredient-forward photography, and a minimalist logo. Beyond the package, we also developed sales tools, launch materials, and an immersive experience for the national sales conference to equip internal teams with a clear and inspiring brand story.

Kellogg’s walked away with a complete and elevated brand system that positioned Kashi joi for long-term growth and customer loyalty.

CLIENT: Kellogg Canada
AGENCY: SGK Anthem Worldwide