The Future is Flavorful

SSE Trade Show

A bold new Kellanova, represented in trade show form.

The Objective

Introduce Kellanova as a new brand distinct from Kellogg’s at its first major industry debut: the Spring 2024 Sweets and Snacks Expo (SSE). The booth needed to assert the parent brand's presence without overshadowing its powerhouse sub-brands: Cheez It, Pringles, Pop-Tarts, Rice Krispies Treats, and RX Bar.

The Solution

This approach leans into word-play to unify all five core brands, using the snack products themselves to make a confident visual and verbal statement. The brand’s bold primary colors connect each panel in a modular format, allowing for a distinction between each brand while creating continuity across the booth and energizing the customer experience from all angles. This event also marked the official launch of the new product Pringles Mingles, featuring a DJ booth, photo opportunity, and a tasting counter to sample the product alongside with the year’s new product innovations from all 5 core brands.

A Bit About the Process

I developed three unique booth concepts in collaboration with the client, a copywriter, and art director. Each direction interpreted the brand’s relatively new brand guidelines, exploring how Kellanova’s bold, playful identity could be expressed in a 3D environment. This selected direction elevates a subtle wordplay element from the brand guidelines into central theme of the booth. After concept approval, I continued partnering with the copywriter and art director—whose insights into each sub-brand helped ensure the messaging resonated with all stakeholders—but I was entrusted to lead the creative execution. I shaped both the visual direction and much of the core language, contributing key phrasing and treatments that defined the final experience.

Check out the full Kellanova Portfolio!