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!