Crownfield Cereals
For Lidl’s Crownfield Granola & Baked Muesli range, we created a packaging design that reflects modern food trends while emphasizing health, taste, and authenticity. The project included packaging layout, flavor range design, food photography, and art direction.
We strategically used rich, appetite-inducing elements like honey, chocolate, and nuts to create a premium feel. This redesign successfully transformed the brand’s shelf presence, clearly positioning the line as a high-quality, health-conscious choice with a distinctive Greek-inspired flavor profile.
The core objective was to position Crownfield’s premium cereal line as a standout choice for Millennials and health-conscious consumers seeking superior quality breakfast options.
The brief called for a design that would stand out on shelves, clearly communicate the nutritional benefits (whole grain, vitamins, iron), and highlight the new Greek-inspired flavors in an authentic and appetizing way. Each flavor variant needed distinct cues but still feel like part of a cohesive Crownfield family.
The primary challenge was designing a package that effectively balanced three competing messages:
- premium indulgence (showcased by the rich food styling)
- strong health credentials (nutritional claims)
- local/greek flavor appeal.
We needed to move beyond generic cereal packaging and create something modern, fresh, and appealing while staying true to Lidl’s accessible price point.
Our solution involved:
- Vibrant Color Coding: Using distinct and modern background colors for instant flavor differentiation and high shelf visibility.
- Strategic Hierarchy: Utilizing a clear visual hierarchy that prominently features the “New Greek Flavor” stamp and the bowl of cereal, surrounded by bold, easily digestible nutritional claim badges to assure the health-focused consumer.
- Art Direction: Executing high-quality food styling to make the cereal look artisanal and delicious.
The new Crownfield packaging successfully elevated the brand’s perception from standard store-brand to premium market competitor. The strategic use of Bold typography, strong color blocking, and carefully styled food photography make the products instantly recognizable on the shelf.
By clearly integrating the Greek flavor claim and highly visible nutritional claims (vitamins, whole grain), we gave consumers a compelling and immediate reason to choose Crownfield.
With this redesign, Crownfield granola and baked muesli gained a refreshed brand image that speaks directly to modern consumers and strengthens Lidl’s position in the competitive cereal market.
