Dorset Cereals

Dorset Cereals was the reason I took the Head of Words job at big fish®. Those beautiful packs, with their hushed Farrow & Ball hues, rewrote the rulebook.

In 2005, cereal boxes were big, brash and shouty, all primary colours and shiny cardboard. Legendary big fish® design director Vicky Sawdon decided to do the exact opposite, and the result was a design scheme that whispered at the consumer, seductively (and changed the way breakfast cereals looked forever).

When I joined the team in 2009, I was lucky enough to take on the role of writer for DC, handling all their pack copy, web words and emailers.

I went on to work on subsequent updates of the brand, helping with strategy, product naming and evolving the tone of voice.

Brand strategy | Tone of voice | Product naming | Copywriting

Design: big fish®

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A red box of Dorset Cereals Ultimate Adventures American Road Trip Muesli surrounded by pink and red flowers, a halved orange, a small bowl, and scattered berries on a red background.
Package of Dorset Cereals Ultimate Adventures Machu Picchu Muesli surrounded by coffee beans, a cup of coffee, a spoon, and purple flowers on a dark background.
Four boxes of Dorset Cereals granola on a wooden surface, with a pink bowl of granola and scattered granola pieces nearby.
Shelf of various Dorset Cereals boxes with different flavors, including organic muesli, hazelnut and raisin, toasted coconut and wheat flakes, berries and cherries, toasted spelt flakes, fruity, and Nutty, on a wooden shelf.
Dorset Cereals box featuring a plant illustration with leaves and a seed, with the text 'don't panic, it's organic', '50% whole grain', and 'the lovely organic one' on a dark green background.
A computer monitor displaying a website with a wooden background theme for a health food brand, featuring images of cereal products and promotional offers.