Barbara's Cereal Rebrand
When Weetabix identified plateauing sales in their Barbara's cereal line, they launched a full packaging redesign — new logo, new photography, a natural aesthetic that reinforced Barbara's position in the better-for-you category. The signature Puffins line would lead the rebrand.
Creative director Nancy Hourihan of Red Relish Creative developed the concept: make the Puffin mascot and the cereal itself the heroes of the package. A rigorous photoshoot followed, with cereal in spoons and bowls becoming the primary visual.
Once the core design was finalized, print-ability™ came in to handle packaging production — translating approved creative into production-ready mechanicals across the entire Barbara's portfolio. Line extensions, SKU variations, multiple packaging formats.
The project centered on mastering compositional elements and substrate requirements. Each hero image needed to be composited onto the final wood-grain background with absolute consistency across all SKUs — lighting, shadow placement and color matching all had to hold across the line.
We conducted multiple pre-production calls with the printer to address a critical technical factor: Extended Gamut printing, a seven-color process that expands the printable color range beyond traditional CMYK. Strategic decisions around color hierarchy ensured the cereal imagery, natural ingredients and brand elements all reproduced accurately on flexible film substrates.
Deliverables included final mechanical artwork for the complete Puffins line and additional Barbara's SKU variants, color-managed files optimized for Extended Gamut printing, dieline management and structural packaging specifications, and proofing coordination throughout production.
The rebrand performed. Sales increased following the launch and the revitalized Barbara's portfolio contributed to a stronger overall Weetabix valuation — one that factored into Post Holdings' $1.8 billion acquisition of Weetabix in 2017.
Barbara's Puffins cereal packaging rebrand — CPG packaging production and final artwork by print-ability™