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  1. 2020

Turner Duckworth: London, San Francisco & New York

Special K Packaging

Category:3. Packaging Design: Graphic


Special K’s unmistakable red K had become synonymous with outdated dieting rituals. Our brief was to reposition the iconic K, losing associations with skinniness and empty food, to move the brand into a wellness space – rooted in nutritious foods.

We simplified packaging design, enlarging the iconic K and putting it centre stage, connecting it with the beautifully photographed food and fresh ingredients. We opened the brand up, beyond red, into a world of eat-the-rainbow coloured Ks, all inspired by the colours of real nutritious ingredients. Modern and easily shoppable, the redesign signifies nutrition and diversity of culinary experience.