GOD MORGON was a classic gruel/baby formula that was a popular breakfast product for seniors and the elderly for years. It eventually was phased off of store shelves because of newer brands coming in and changing the variety of foods in the breakfast category, along with brands that have a healthier focus. Liza Pedersen, Linnea Djurberg, Sara Knipström, and Katarina Häll rebranded GOD MORGON to make the fiber drink strong against the competition and get consumers to rethink this classic company.
“Nestlé gave us a brief where the focus was to revive the brand for a healthier target market; young men and women who appreciate and prefer a more healthier breakfast and snack. The target group are happy to pay a little extra for good quality food and compromising on their diet is not an option. They affirm their own health, well-being and living a healthy life. The expanded target audience is both well-informed and knowledgeable when it comes to nutrition.”
“We wanted to build a easy bridge between today’s packaging range to the rebranding, so the old target market doesn’t get lost. We created an attractive and tempting visual language with bright pictures, northern colors and clear typography. The design visualizes the power of a good and nutritious breakfast that is good for you. In order to emphasize with the new GOD MORGON’s brand identity, we changed the name from gruel / baby formula to fiber drink, to emphasize how nutritious and healthy this product actually is.”
