Student Week: Shira Cohen Expands LEGO Into A New Category
by Chloe Gordon on 08/29/2022 | 2 Minute Read
Student designer Shira Cohen was tasked with a brief that asked for an existing brand to extend into an entirely new category. Thoughtfully, Cohen fused the childhood nostalgia of LEGOs and cereal by creating a cereal bar brand with packaging that can be stacked just like the colorful toys. Beyond the stacking component, the design system is lively and playful, a gracious nod to the childhood demographic this product is certainly geared to. Yet, it's notable that the simple typography and elevated illustrations are also refined enough for adults to feel drawn to the product.
In this project the task was taking an existing brand and expanding it to a new category. LEGO is opening in each store of the brand a cereal bar. The bar will offer milk substitutes in a variety of flavors and cereals in individual packages. The milk package can be stacked on top of the cereal package, to create the perfect mix for each customer.
The characters on the milk packages were created out of multiple colorful shapes in the same tile size. Each milk flavor is identified by color and shape. The cereal packages are identified by color and typography. This design system makes it possible to create different combinations of milk and cereal that complements each other. This creates a playful and creative experience, that serves the LEGO brand in their new category.
- Designed By:: Shira Cohen