The crunch was always there. We just put it in a different aisle.
Turner Duckworth's Golden Duck Award: take a famous household brand and aisle-hop it into a completely new category. It had to make sense in its new home — not just land there randomly.
Kellogg's built its name on one thing — the crunch. So I didn't reinvent it, I relocated it. Keeping that crunch element in mind, two build-your-own street food kits rooted in real regional Indian identity: Bombay Bhel and Lime & Coconut Crunch Bowl. Warli art for Bombay, South Indian leaf motif for coastal. The crunch was always there. I just put it in a box.
Two full packaging designs, component sachets, instruction cards, poster campaign illustrations, social assets and motion pieces for digital and in-store activation.
