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Kellogg's NYC

(Alternate Direction)

In creating the Kellogg's NYC pop-up, Kellogg's and Co.create sought to underscore the legacy of a 100+ year-old brand in a bold and unexpected way. Enlisting Christina Tosi of Milk Bar for recipes, a midtown cafe was created.

Virgo was approached for brand strategy, and the creation of a logo and brand system which the Kellogg's and Co.create teams could implement. The idea of utilizing the Kellogg's archive in bold and unexpected ways was born, to be used in concert with a diamond logo referencing the city blocks of New York. This reference becomes explicit when the logo is used in pattern, and the New York grid of blocks comes to life. The chosen 'frame' direction can be seen here.

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