Kellogg's breakfastware™
Apparel Style Guide
01
02
03
04
05
06
Apparel Brand Rules
Materials & Details
Labelling & Embroidery
Color Palette
Graphic Application
Graphic Directions
Kellogg's breakfastware™
Conceptual Program Positioning
In apparel the Kellogg's BREAKFASTWARE ™ brand visions simple expressions of the breakfast ritual.
Kellogg's is Breakfast. It therefore designs for consumer lifestyle in relation to
their breakfast needs. Making life easier and aligning design with how consumers want their
breakfast - what to eat, how to eat it and where to eat it.
1/24
Kellogg's breakfastware™
Breakfast Lifestyle
Kellogg's breakfastware™ understands
consumers eat breakfast.
AtHome, OnTheGo or AtTheOffice and
aims to provide consumers with
Information, Education, Products and Services,
to help themselves to a Healthy Start to the day
to Start Good . Feel Good.
AtHome
AtTheOffice
OnTheGo
33% of people eat
breakfast at home.
33% of people eat
breakfast at the office.
33% of people eat
breakfast on the go.
2/24
Kellogg's breakfastware™
Brand Rules
When designing for any aspect of the Kellogg's breakfastware™ brand please ensure that you sign
off on all 5 brand rules.
Breakfast Related
Focus on Health
Products MUST be directly
related to breakfast
and breakfast lifestyle.
Products MUST talk to
health. Where possible
this should be integrated
into product design,
functionality, packaging
and marketing.
Innovate for
Convenience
Products MUST incorporate
some level of innovation
and newness in their
design and functionality for
modern day convenience.
Keep It Authentic
Products MUST be
authentic in pure
functionality. Simplicity
and convenience are key.
Functionality is king.
Fusion of
Retro + Modern
Products must maintain
a retro-modern fusion in
look+feel and styling.
Materials, form, color,
mood and function to be
informed by this.
3/24
Kellogg's breakfastware™
Apparel Brand Rules
The Design Direction for Kellogg’s breakfastwear™ apparel is a is a harmonious fusion of
retro and modern, embracing the Start Good . Feel Good philosophy of Kellogg’s, to start the day
in cheerful comfort.
Authenticity - Kellogg’s breakfastwear™ creates a simple pure message of waking up well and starting
your day at your pace, in your way. Retro inspired classic shapes embrace old fashioned simplicity and
are mixed with contemporary, easy to wear styles to lounge around and start the day in.
Innovation - Retro classics reinterpreted to bring them to modern form by redefining materials,
details and finishes.
Health - Wellbeing affirmations and simple truths from the Kellogg’s Archive inspire a healthy
Start Good . Feel Good attitude to life. Fabrics are soft, natural and beautiful to touch - the ultimate
Feel Good comfort range for the morning.
4/24
Brand
Extension
Materials
FINE COTTON JERSEY
100% WOVEN COTTON
5 X 1 RIB KNIT
JERSEY MARLE
A mix of retro and
contemporary materials that
inspire touch and evoke a
Start Good . Feel Good mood.
POINTELLE KNIT
WOOL KNIT
5/24
Details
WOVEN STRIPE
OVERSTITCHED PATCH
LABEL DETAIL
OVERSTITCHED PATCH
An eclectic combination of
patterns and plains, archive
graphics and vintage stripes.
Retro details and finishes for a
Feel Good start to the morning.
OVERSTITCHED PATCH REVERSE
ZIG-ZAG OVERSTITCH
6/24
Labels
VERTICAL BREAKFASTWEAR™ LABEL
HORIZONTAL BREAKFASTWEAR™ LABEL
VERTICAL BREAKFASTWEAR™ LABEL
HORIZONTAL BREAKFASTWEAR™ LABEL
7/24
Embroidery
breakfastwear ™
KELLOGG’S LOGO EMBROIDERY
KELLOGG’S LOGO EMBROIDERY REVERSED
BREAKFASTWEAR™ LOGO EMBROIDERY
breakfastwear ™
BREAKFASTWEAR™ LOGO EMBROIDERY REVERSED
8/24
Color
BRIGHT RED
PANTONE 199C C0 M100 Y62 K0
PALE CREAM
MATERIAL C2 M3 Y8 K0
WHITE
C0 M0 Y0 K0
LIGHT GREY MARLE
C0 M0 Y0 K15
9/24
Graphic Application
The Graphic Direction for Kellogg's breakfastware™ apparel is a harmonious fusion of retro
and modern inspired by the Feel Good simplicity of a farmer mood.
01
This graphic direction combines an
iconic Kellogg's morning rooster
with Good Morning phrases from the
Kellogg's Archive.
02
This graphic direction showcases the
beauty of Kellogg's Archive, its images
and language. The Archive image conveys
a fun and nostalgic start to the day and is
supported by a retro stripe pattern and
phrases from the Kellogg’s Archive.
10/24
Graphic Direction 01
Morning Rooster
Key details and SKU Application
Scoop Neck Tee
Ringer Tee
Ribbed Singlet
Ribbed Henley
Night Dress
Drawstring Boxer
Ribbed Short
Drawstring Lounge Pant
Long John
Label detail
Overstitched rooster patch detail
Overstitched rooster patch detail
11/24
12/24
Cotton jersey ringer tee
Graphic: Printed or embroidered
Cotton jersey scoop neck tee
Graphic: Printed
5 x 1 Ribbed singlet
Graphic: Printed
Fabric Option: Pointelle Knit
Graphic detail
Label detail
Zig-zag stitch detail
13/24
13/24
Woven cotton drawstring boxer
Graphic: Printed
5 x 1 Ribbed short
Graphic: Embroidery
Fabric Option: Pointelle Knit
Woven cotton drawstring lounge pant
Graphic: Printed
5 x 1 Ribbed long john
Graphic: Printed or embroidered
Fabric Option: Pointelle Knit
Drawstring detail
Patch detail
Embroidery detail
14/24
5 x 1 Ribbed Henley
Graphic: Printed or embroidered
Fabric Option: Pointelle Knit
Cotton jersey night dress
Graphic: Printed or embroidered
Patch detail
Cotton jersey night dress
Graphic: Printed or embroidered
Placket detail
Graphic detail
15/24
Graphic Direction 02
Kellogg’s Archive
Key details and SKU Application
Scoop Neck Tee
Ringer Tee
Ribbed Singlet
Ribbed Henley
Night Dress
Drawstring Boxer
Ribbed Short
Drawstring Lounge Pant
Long John
Label detail
Overstitched archive patch detail
Printed archive on stripe
16/24
17/24
Cotton jersey ringer tee
Graphic: Printed or embroidered
Cotton jersey scoop neck tee
Graphic: Printed
5 x 1 Ribbed singlet
Graphic: Printed
Fabric Option: Pointelle Knit
Graphic detail
Label detail
Zig-zag stitch detail
18/24
Woven cotton drawstring boxer
Graphic: Printed
5 x 1 Ribbed short
Fabric Option: Pointelle Knit
Woven cotton drawstring lounge pant
Graphic: Printed
5 x 1 Ribbed long john
Graphic: Printed
Fabric Option: Pointelle Knit
Drawstring detail
Patch detail
Stripe detail
19/24
5 x 1 Ribbed Henley
Graphic: Printed
Fabric Option: Pointelle Knit
Cotton jersey night dress
Graphic: Printed
Cotton jersey night dress
Graphic: Printed or embroidered
Patch detail
Graphic detail
Graphic detail
20/24
Graphic Direction 03
Knit Accessories
21/24
Graphic Direction 03
Knit Accessories
Key details and SKU Application
Beanies
Slippers
Legwarmers
Armwarmers
Mesh knit wraps
Chunky knit wraps
Socks
Mesh knit wrap detail
Arm detail
Material detail
22/24
Wool knit stripe socks
Wool knit beanie
Graphic: Printed label
Wool argyle knit slipper
Wool knit legwarmers/armwarmers
Graphic: Printed label
Argyle detail
Patch detail
Stripe detail
23/24