AROUSE
CAFFEINATED CEREAL FOR A-TYPES
CEREAL FOR ADULTS
A caffeinated cereal? "Surely not for children," we hear you say. And about that, you'd be right—Arouse Caffeinated Cereal is certainly not for kids. But beyond an adult audience, who is this product for? Arouse needed to be positioned with a strong narrative that felt as unique and authentic as the product itself.
WHO'S IT FOR?
Caffeinated cereal takes two elements of your morning routine, coffee and cereal, and elegantly (but forcefully) smashes them together to make something better than the sum of their parts. Something efficient. The answer was staring us right in the face: here is a product for anyone obsessed with cleanliness, organization, efficiency, and control. Arouse is a cereal for A-type personalities.
OUR APPROACH
Every design choice for Arouse reflects an intentional departure from the expected aesthetic of the cereal aisle—this isn't for kiddos, so it has to look, feel, and read out of category. Thinking of those who love when their life is perfectly tidy and organized, the cereal package uses typographic structure and grid to elicit a similar feel-good release. The simplicity of the design and limited colour palette reflect the spartan ethos of the A-type consumer and further reflect Arouse's value to the audience: no weird or extra ingredients in this product. Not just because we care about what we put in our bodies but because there's nothing extraneous—there can only be what's essential.
proudly a-type
Advertising and collateral pieces continue the narrative. We're reinforcing who this cereal is for by considering every application an opportunity to celebrate A-types, building on the narrative. Photography that appeals to those obsessed with orderliness, and video ads that get customers laughing and pointing at their screens. We're telling a story that makes people obsessed with orderliness and efficiency seen, even if we are having fun with it.