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Off the Grid was a new brand launch providing fuel for life's adventures — whether running a marathon, running errands, or just running late. This brand was a co-creation initiative between Kellogg's and Design B&B, targeting on-the-go, health-conscious consumers who need a healthy breakfast to power their journey. The distinct blue color breaks through in the overly white and natural freezer aisle, the sign structure references the outdoors and provides a natural space for many claims, and illustration pairs with a tone of voice that surprises and delights.