22 March 2023

Success at PAC Global Awards for Equator’s Canadian Contingent 

 

 

A huge congratulations to our new colleagues in Canada for their fantastic performance in this year’s PAC Global Awards! The Canadian team, who recently joined Equator from our parent company SGK, won two awards, including an ‘Award of Distinction’ for their redesign of Kellogg’s Town House Crackers, and a ‘Best in Class award for their work on Kellogg’s limited-edition Frosted Flakes packaging.  

The judging panel was impressed by the limited-edition design of the ‘Year of the Tiger’ celebratory pack which, as Bernadette Sheppard, Manager, Creative Operations explained, “aimed to bring authenticity, joy and celebration to the breakfast table”. The design tapped into the 2022 Lunar New Year (Year of the Tiger) celebrations and showcased Tony and the Frosted Flakes brand – which was turning 70 – to a new consumer base, enabling Kellogg’s to capture shoppers’ attention and boost sales.  

The final design was compelling on shelf, a result of the team’s collaborative and considered approach. Having conducted extensive research, they utilized traditional Chinese symbolism to represent joy, good fortune, wealth, and prosperity. Combined with a gold Tony the Tiger and subtle changes to the pack architecture, this set the design apart as limited-edition, while the strong blue background and Frosted Flakes branding ensured strong product recognition.  

The PAC Global judges also commended the team’s redesign of Kellogg’s Town House cracker brand, which had been on the brink of discontinuation. By modernizing and simplifying the logo, increasing shopability through bold, clean color, and introducing topping suggestions through mouth-watering imagery, they gave these expertly baked crackers a strong brand identity and new lease of life. The client described this particular redesign as a ‘gamechanger’, so it’s fantastic to see the team win an ‘Award of Distinction’ for it!  

On the double win, Bernadette commented: “We’re absolutely delighted that our work with Kellogg’s has been recognised at the PAC Global Awards. Getting stuck into transformative projects like these is always exciting, allowing the whole team to think strategically and work collaboratively on generating creative solutions that captivate shoppers and engage with them on an emotional level.   

“We’re grateful to Kellogg’s for trusting us to deliver their creative vision. Winning two PAC Global awards for it really is the cherry on top of the cake!” 

Congratulations, Team Equator – Canada!  

More Insight

View All
Equator takes home TEN private brand design wins at 2023 Vertex Awards

Equator takes home TEN private brand design wins at 2023 Vertex Awards

26 May 2023 26/05/23

Equator takes home TEN private brand design wins at 2023 Vertex Awards

That’s right, team; we’re delighted to reveal that your hard work won us ten accolades at this year’s Vertex Awards, including – for the fourth year running – Large Agency of the Year!   The golden gong was awarded for our design of DFI Retail Group’s ‘Number Eight’ facemasks, which  utilised textured background illustrations and […]

Read More
Equator announces Toronto studio opening

Equator announces Toronto studio opening

26 April 2023 26/04/23

Equator announces Toronto studio opening

Our award-winning global packaging design agency has proudly opened a new strategic location in Toronto, Canada. We’ve started 2023 on a high – like CN Tower high. That’s because Equator Design can now call Canada’s largest city home, with the unveiling our newest studio, located near Toronto in Mississauga, ON. Previously an independent studio part […]

Read More
Combatting decision fatigue: a guide for private brands

Combatting decision fatigue: a guide for private brands

31 March 2023 31/03/23

Combatting decision fatigue: a guide for private brands

If the world is beleaguered by change and uncertainty, then so too are shoppers. Every day, consumers are called on to make thousands of decisions; from what they’ll wear to what they’ll eat, to the brand of vitamins they’ll buy for their kids.  Usually, having a choice between two or more options feels good. It […]

Read More
Success at PAC Global Awards for Equator’s Canadian Contingent 

Success at PAC Global Awards for Equator’s Canadian Contingent 

22 March 2023 22/03/23

Success at PAC Global Awards for Equator’s Canadian Contingent 

    A huge congratulations to our new colleagues in Canada for their fantastic performance in this year’s PAC Global Awards! The Canadian team, who recently joined Equator from our parent company SGK, won two awards, including an ‘Award of Distinction’ for their redesign of Kellogg’s Town House Crackers, and a ‘Best in Class award […]

Read More
Previous Slide Next Slide