Designed by: PROUDdesign, Europe.


Amsterdam 14th March 2018 – Amsterdam based design agency PROUDdesign has developed a new packaging design for the Quaker Cruesli brand. Recently introduced in the Netherlands and soon to be introduced across Europe.

Quaker Cruesli is very successful and known for it’s tasty crunchy muesli (hence Cruesli). As part of the global repositioning and redesign of the Quaker brand, in which PROUD also had a part, a striking new design for Cruesli was created. Where taste is combined with the goodness of oats.
The new Cruesli design is supported by a strong, natural and crafted Quaker identity. In which the heritage is proudly reflected in the free standing Quaker in the fields. It is proudly nested in the slightly changed, yet still distinctive Cruesli word mark.
In this new design we moved from striking variant colour to the off-white sub brand colour. Supporting not only a stronger branding block, but also introducing naturalness. The new photography is tasty, inviting and definitely more natural and human. The craftsmanship that goes in to the product is reflected in all the details of the design, like labels, typography and illustrations. The back of pack is designed with the same intention and attention as the front. The whole pack breaths the same message: taste and natural goodness.

About PROUDdesign:
PROUDdesign, headquartered in Amsterdam, is known for its food packaging designs. We understand the beauty of seduction and the strength of confirmation in design. That’s why we’ve worked with brands ranging form global giants like Quaker and Arla to the likes of challengers such as Lovechock and Fairtrade Original. No matter what brand we’re working on, we always take our name to heart. It helps us to aim for the highest level of creativity within a commercial brief. We’re in it for the quality, not the quantity!


Cruesli limited 3D

Cruesli mood

Cruesli old_new

Cruesli serie



New design for Quaker Cruesli by PROUDdesign

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