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Kellogg's NYC

In creating the Kellogg's NYC pop-up, Kellogg's and Co.create sought to showcase 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 art archive in bold and unexpected ways was born, along with the frame logo, which is designed to have the flexibility to both sit atop art, and to be utilized as a holding device for characters.

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