THE BACKGROUND

Kellogg’s won Best in Class at the 2021 PAC Awards, for the Coco Pops World Sight Day limited edition pack design by Aire.

Accessibility is a fundamental design strategy for Kellogg’s and to mark World Sight Day, they partnered with RNIB, St Vincent’s School and Co-op to launch a trial of Coco Pops, featuring Braille and a UK first technology, NaviLens.

THE BRIEF

Every day 250 people begin to lose their sight. As Adaptive Design experts, Aire’s Inclusive Design skills were called upon to optimise the limited edition Coco Pops packs for the blind and partially sighted. Currently used on transport systems across New York and Madrid, NaviLens’ advanced technology allows smartphones to scan a QR code from up to three meters away.

With over 100 NaviLens codes located within these New York and Madrid stations, NaviLens offers real-time travel information and virtual guidance through augmented reality, enabling visually-impaired users to be more independent in unknown spaces.

The integration of this technology on Kellogg’s Coco Pops packaging is Navilens’ first foray into the UK market.

THE RESULT

In order to make Coco Pops more inclusive and whilst being careful to maintain the integrity of the brand, we looked to simplify the pack semiotics. By strengthening the use of colour, shape, size and space we created a pack that was easier to navigate for people with varying degrees of sight loss. This simplification process enabled us to successfully apply the Braille, whilst maximising the NaviLens technology, and amplifying the key brand identifiers.

The result? An innovative Kellogg’s pack design, that set a new standard for design inclusivity.

“At Kellogg’s, we are passionate about inclusive design and committed to making our packaging more accessible. The dedicated support and expertise from our partners at Aire made a huge contribution to the success of this initiative.” – Pete Matthews, Kellogg’s Director, Brand Design and Operations