{"id":2120,"date":"2026-03-27T00:41:21","date_gmt":"2026-03-27T03:41:21","guid":{"rendered":"https:\/\/sapiendesign.com.br\/?p=2120"},"modified":"2026-03-28T14:16:38","modified_gmt":"2026-03-28T17:16:38","slug":"tony-kelloggs","status":"publish","type":"post","link":"https:\/\/sapiendesign.com.br\/en\/tony-kelloggs\/","title":{"rendered":"Tony Kellogg&#039;s: all about the redesign of the famous Frosted Flakes tiger"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"2120\" class=\"elementor elementor-2120\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39b6c764 e-flex e-con-boxed e-con e-parent\" data-id=\"39b6c764\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9617e4d elementor-widget elementor-widget-text-editor\" data-id=\"9617e4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The truth is that a brand&#039;s mascots aren&#039;t just characters: they&#039;re assets. Just as Kellogg&#039;s represents the company, Tony also carried that institutional weight.<\/span><\/p><p><span style=\"font-weight: 400;\">Back in the early days of my life as a packaging designer \u2013 even before Sapien, when I was still a partner at Otto Design \u2013 we took on a project for Kellogg&#039;s that involved a small modification to the Frosted Flakes packaging, more specifically on the back, which always featured promotional jokes.<\/span><\/p><p><span style=\"font-weight: 400;\">But when that packaging arrived, what really bothered me was Tony. He had a very cartoonish look: a big, goofy-looking tiger, typical of stereotypical American advertising. That didn&#039;t make sense to the Brazilian audience and it stuck in my mind.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">So we decided to propose, on our own initiative, a more &quot;Brazilian&quot; version of Tony: laid-back, with an athlete&#039;s spirit, with that easygoing, almost Carioca (Rio de Janeiro) style.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">The initial reaction was one of surprise. No one had asked to change the character, which was an established symbol of the brand. But the marketing team saw value in the proposal and decided to present the idea, which was fully approved by headquarters.<\/span><\/p><p><span style=\"font-weight: 400;\">After that, we were also asked to update Cornelius, the character from Corn Flakes. We applied the same reasoning: adapting the character&#039;s look and language to the Brazilian reality. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In the end, it was one of those rare moments where an intervention that seemed out of scope ended up becoming a complete redesign of iconic characters. And that, indeed, was remarkable.<\/span><\/p><p><strong>Sergio Kal<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>A verdade \u00e9 que personagens de uma marca n\u00e3o s\u00e3o apenas personagens: eles s\u00e3o patrim\u00f4nio. Assim como a Kellogg&#8217;s representa a companhia, o Tony tamb\u00e9m carregava esse peso institucional. L\u00e1 nos prim\u00f3rdios da minha vida como designer de embalagem &#8211; antes mesmo da Sapien, ainda como s\u00f3cio na Otto Design &#8211; pegamos um trabalho da [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2142,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-2120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"_links":{"self":[{"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/posts\/2120","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/comments?post=2120"}],"version-history":[{"count":8,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/posts\/2120\/revisions"}],"predecessor-version":[{"id":2151,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/posts\/2120\/revisions\/2151"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/media\/2142"}],"wp:attachment":[{"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/media?parent=2120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/categories?post=2120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sapiendesign.com.br\/en\/wp-json\/wp\/v2\/tags?post=2120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}