In an effort to change consumer behaviour away from the "quick bite" breakfast back to the sit-down cereal habits of times past, Kellogg's introduced their On-The-Go Container. Targeting commuters of all ages, the objective of the proposed branding and packaging was to create a unifying identity while catering separate designs specific to various child and adult cereal brands.

An umbrella logo inspired by the motion of commuting kicked off the identity. Packaging inspired by different adult/child cereals honed in on their respective audiences: illustrations of mascots to appeal to children, and food photography to appeal to adults.

Lastly, B2C and B2B advertisement pieces with a back-to-school feel targeted directly to children while tapping into adults nostalgia and relatability of going back-to-work from summer holidays.