Honey Monster Brand Reposition

Creative Agency: Robot Food
Project Type: Produced, Commercial Work
Client: Brecks
Location: Leeds, UK
Packaging Contents: Cereal

Brecks and Robot Food modernise Honey Monster Puffs, and give it pride of place on breakfast tables across the UK.

Leading cereal manufacturing experts, Brecks, recently acquired the Honey Monster brand. A well-loved family staple for decades, Honey Monster Puffs commands enormous consumer affection and recognition, but had lost a little relevance. After reducing the sugar content down from ‘red’ to ‘amber’, the next step was a full repositioning and rebrand. Brecks chose Robot Food based on their reputation for rejuvenating classic British brands. The aim was to spark consumer reappraisal, and modernise Honey Monster Puffs as a credible, relevant family breakfast cereal.

Robot Food embarked on a study of consumer trends followed by a collaborative brand workshop to establish the new positioning, mission and values. After this came new product development workshops to develop a pipeline of exciting new products.

Working to the new brand blueprint, the team’s design strategy aims to throw consumers off their autopilot while retaining key brand equities – including the new-look Honey Monster, who proudly takes center-stage on packs. Moving him on from his old suited character, Robot Food created a flat, clean graphic Honey Monster for a friendlier, contemporary effect.

The new pack hierarchy is cleaner and clearer, and the prouder, bolder brand marque replaces the previous brash red logo with a tastier, more considered yellow and white colourway. The fun, straight talking tone of voice is accessibly witty with transparent pack claims – a refreshing contrast to some cereal brands’ tendency to over-claim on health and under-claim on sugar content.

With 25% less sugar than before, the new designs dare to be different, and express an honesty and authenticity. Bold, bright and confident, the brand now bursts with appeal for the whole family. Brecks have already extended the range to include Oat Puffs, and the stage is now set for a raft of additional NPD – in conjunction with Robot Food – that will take Honey Monster Puffs into exciting new categories.

The new designs will be on shelf in retailers nationwide from the start of April.

Gary Lewis, MD at Brecks Brands, said, “Robot Food’s fantastic work has made Honey Monster Puffs relevant again. Building on the decades-old consumer love, they’ve moved it on enough to prompt a powerful reappraisal. We’re now a brand that modern families can really trust and buy into.”

Simon Forster, Creative Director at Robot Food, said, “It’s been a pleasure to help modernise and future-proof such a well-loved heritage brand. The design strategy appeals to the child within us all, and has helped move Honey Monster Puffs on to a contemporary brand ideal for getting discerning families round the breakfast table together. We can’t wait to get started on the NPD.”