Design > Design Crafts

WAFFLE ROUNDED

LEO BURNETT CHICAGO, Chicago / EGGO / 2015

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Overview

Credits

Overview

ClientBriefOrObjective

We were asked to create communications that highlight the unique qualities of Eggo waffles and prompt someone to say "L'Eggo my Eggo.”

Execution

Inspired by the immediately recognizable, iconic shape, we designed a typeface derived directly from the waffles themselves. Referencing the positive and negative space created by the grid, along with a waffle’s organic qualities resulted in a unique, ownable, typeface we call Waffle Rounded.

Outcome

The result was a distinct, immediately recognizable typeface that leveraged unique product qualities. Year to date Eggo sales are up +6% in Dollar Sales (YTD w/e 3/7/15) and +1.4 share points in the Frozen Breakfast category.

Relevancy

Iconic Eggo waffles have been un-shareable at the world's breakfast tables since 1972. The target is parents with a fun, modern parenting approach. Rather than over thinking breakfast, they rely on crowd-pleasers that keep things enjoyable and drama-free for everyone.

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