Weet-Bix Bites had always been a matter of fact breakfast cereal that lacked any real personality,

so when Sanitarium asked for a refreshing new look that must be fun, energetic, off-beat and slightly irreverent, it sounded like a dream job and that's exactly what it turned out to be.

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I had the opportunity to explore a vast range of design territories and what was finally chosen was an upbeat, slightly grungy and very unique look in the breakfast category. The Bites sub-brand is loud and dominating to create a strong brand presence on shelf and rather than a traditional bowl of cereal, I wanted to present the bites and flavour in a different, yet dynamic way by using randomly placed, cut-out like ingredients and milk splashes.