In a world where there are now lots of healthy - and often tasty - options for breakfast, Shredded Wheat felt like ‘old news’ and no longer connected with consumers. Ocean was challenged to reposition Shredded Wheat to shout loudly about its natural credentials, loud enough to demand a re-evaluation of Shredded Wheat, at a glance.

During a relationship that has lasted over twenty years, we have worked on almost all of the brands in the Cereal Partners portfolio. Shredded Wheat is one of the jewels in their crown, so it was vital that we struck the right balance between instant brand recognition and increased natural perception.


The new design communicates a simple ‘I am good for you’ message, using the trending visual codes that ‘purposely healthful’ consumers respond to. For the taste variants, those codes are adjusted to say ‘I am tasty... and good for you’.

FMCG fakeness of the previous design has been replaced by naive illustrations, flat colours, matt textures and hand cut fonts, all produced by hand, using lino print techniques. Natural is now implied, not forced, not contrived, not corporate, nor formulaic. A no-nonsense design for a no-nonsense brand.
The Ocean team were quick to get to the heart of the brief, and delivered best in class work that really stands out on shelf. They are a pleasure to work with - challenging, but friendly and professional. Ben Blake, Marketing Controller, Shredded Wheat