Since 1963, Toucan Sam has been bringing fruity deliciousness to cereal bowls everywhere. Once a leader in the cereal aisle, Froot Loops was being overlooked and Toucan Sam had become less and less relevant. His realistic features and human-like characteristics didn’t work in today’s digital environment. The logo and brand design were dated and no longer represented adventure and fun that Froot Loops stood for; as a result, the brand wasn’t meaningfully connecting with consumers.
Frooty Roots Before modernizing Froot Loops and Toucan Sam, we followed our nose back to the beginning of the brand. Froot Loops had always been about imagination and adventure, and Toucan Sam, the quintessential friendly explorer. There was an opportunity to bring in more modern, imaginative design cues and reclaim our adventurous personality, while respecting the iconic and beloved aspects of the brand and character.
