Choco Krispis, the Latin American cocoa flavored version of Rice Krispies by Kellogg’s and my favorite childhood cereal, launched earlier this years a new identity that made social media users go crazy!
The new identity was developed by Interbrand Mexico and aims to build a stronger connection with kids. The new logo was designed to clearly communicate the crunchy texture of the cereal and the mental development benefits the cereal offers – thus the light bulb in the word ‘choco’.
I always find it difficult to criticize commercial design because I have to take into account its context and the enormous socio-economic and age range of its audience. However, the basic rules of graphic design can always be addressed.
The new wordmark is definitely friendlier, funnier and childish (in a good way) compared to the previous one which was all-caps, bold and glossy. As for the light bulb, I am not sure if it is adding something extra to the logotype because I don’t get the direct reference of the mental benefits the cereal offers, I honestly thought it was the elephant’s paw instead of a bulb.
Melvin, the beloved brand’s character, also went through an intense redesign to match the cartoons, videos, and toys current kids are watching. He is now a kid, unlike the big adult Melvin from my times, who with his intelligence and agility helps other kids in difficult situations, representing in this way the benefits of the cereal.
This change is what actually made all millennials complain on Twitter because they felt their childhood was being snatched from their hands. But guess what millennials? You are not the target audience and this new Melvin is amazing!
The new style fits perfectly with the cartoons kids are watching nowadays and brings more energy and joy than the previous3D version with 4 fingers. It also represents a starting point for the other Kellogg’s brands with characters such as Froot Loops and Zucaritas to evolve its characters and create a consistent style and a family of cereal cartoons. Plus, the M on his t-shirt is so clever!
But well… At least that’s my F opinion
4 replies on “Choco Krispis by Interbrand Mexico”
As a kid who grew up with Choco Krispis in Mexico in the mid 80’s, I really appreciate the new rebranding. I didn’t complain about the “anorexic Melvin” (the previous rebranding) as a costumer but sure I did as a designer, it was awful; and this “new Melvin kid” it is an improvement, quite a nice one actually.
As for the cereal, I still have breakfast with Choco Krispis from time to time XD.
Great post as always.
Greetings!
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This is an awesome page. Love these brands reviews
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