Keebler Cookies, along with Ernie and his elves, have been bringing a little Elfin Magic into family households for generations. While the packaging had been providing a strong brand block, research suggested it was difficult for shoppers to find their favorite cookie. In addition, competition from other brands and private label indicated a need to elevate the brand’s distinctive point of difference — its beloved heritage.
Analyzing consumer need states suggested the need to reorganize the portfolio for ease of shopping. Some products were sought out by name, while others were shopped by flavor. Beyond this, Brandimage learned that Ernie and the Elves were far more than a graphic, he’s a meaningful symbol of all that is good with Keebler.
Brandimage developed a design system that improved shoppability, maximized taste appeal, and elevated Ernie as the beloved spokesperson he deserves to be.
Taking cues from the storybook codes of the elves and the hollow tree, the scroll design conveys strong color and personality distinction among segments. The scroll also links Ernie to the cookie name and product depiction. This solution dramatically improved ease of differentiation among Keebler buyers.
Ernie was transformed from a static icon into a contemporary and dynamic avatar, connecting the Keebler Elves to magical goodness they bake into every cookie. In conjunction with the online and print campaigns, the updated Ernie has a relevant new lease on life.