Uncle Tobys Goodness Bowl
Client Nestle
  • Packaging & Brand Identity
Scope of Work Packaging & Brand Identity, Brand Story & Naming, Brand Vision Workshops, Brand & Category Audits, Portfolio Architecture Strategy

filling mornings with tasty goodness!



The Edison Agency were engaged by CPW to develop the brand name, design and new visual identity for an upcoming Uncle Tobys range in collaboration with Coles. As the range was considered an endorsed brand, this allowed Uncle Tobys the freedom to stretch into new territories and demonstrate the breadth and influence of the Masterbrand. The result was Uncle Tobys Goodness Bowl.

Considering the cross-category nature of this brief, it was necessary to create enough depth in the design to support a diverse product range under a singular ‘Goodness Bowl’ banner. On top of this, the design solution needed to;

  • Leverage the current trust and security of Uncle Tobys, while simultaneously communicating the product offering as something new and innovative.
  • Amplify taste and use a design first identity strategy to leverage identified category drivers
  • Disrupt as a new exclusive brand, generating significant cut through on shelf


The final design solution heroes a series of bespoke illustrations that double up as navigation devices through texture and colour. These illustrations work in tandem with curated food photography to create a sense of vitality and energy with powerful sensory cues. The large, gestural brandmark is designed to be approachable and friendly and has an instant positive health and nutrition connotation, delivering on a complete brand promise. A combination of simplistic illustration and a playful yet natural colour palette appeals to mainstream and premium cereal buyers alike, and acts as a catalyst for further product innovation and category disruption.



Goodness bowl pack
Goodness bowl flavours
Goodness bowl apple raspberry and coconut pack
Goodness bowl berries
Goodness bowl flavour gif
Goodness bowl copy
Goodness bowl mural
Goodness bowl pack explosion Goodness bowl tote
Goodness bowl T shirt
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