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Honeycomb’s Big No No No

We grow up with recognizable brands with a sense of nostalgia for their designs and advertisements. Rebrands are inevitable but might leave a bad taste in your mouth if you don’t like the design. As a graphic design major, it has become easier for me to let go of some of my favorite food brand designs. In the end the taste of the food isn’t dictated by the cover of the box right? Wrong.


One of my favorite cereal brands has always been Honeycomb (1965). I loved how different it was from most cereal growing up with its catchy jingle. Its taste was iconic to me with its puffy texture and its selling point of being bigger in size than other brands. Here is a classic commercial:

Since attending college, I haven’t been able to have Honeycomb in a long time and I thought I’d try it again during Thanksgiving break. However, I saw that Honeycomb had a complete rebrand done to the box and logo. How far this rebrand was taken I wasn’t sure. The design didn’t have the warmth the previous one had. Looking back at other previous designs Honeycomb went through, it seems they were trying to recapture the aesthetics of one of those older logos. While I didn’t particularly like it, that didn’t matter to me as long as the cereal tasted good.


I took a bite of one piece and was disappointed. They not only changed their image but the entire cereal. No longer did it have that puff, or dry powder of flavor. Instead the cereal was glazed with an artificial flavoring and in smaller sizes. This isn’t the first time Post has changed the formula has been negatively received. Yet again, they completely changed what made Honeycomb standout. It was almost as if they used Honeycomb’s rebrand to try to appeal to more modern consumers, that will grow up with this new flavor, forgetting the previous one. After all this is what happened to the generation of kids before me. In my eyes, this rebrand was a distraction to the greater change in the product. Change in a design can be welcoming if its an improvement. However, this kind of change in the product is enough to make me decide to not purchase Honeycomb anytime soon.

Two previous designs. Then the current one:



  1. Lauren Lapid wrote:

    THIS!!!! I used to LOVE Honey Comb cereal, but now it feels so generic and sugary. Not sure how I feel about the rebrand either.

    Monday, November 27, 2017 at 1:17 pm | Permalink
  2. Jie Zheng wrote:

    It seems like they were going for a more modern look but its oddly doesn’t work for cereal boxes. Maybe were use to seeing a certain style on them as kids and by changing the design it changes out connotation with it. Maybe design trends are for cereal boxes?

    Wednesday, November 29, 2017 at 8:07 pm | Permalink
  3. Genesis Canicosa wrote:

    Wow! I was just thinking about this! I also use to love the special flavors that would come out seasonally. I also miss that mascot that I feel like they took away. Am I the only one who remembers that big eyed rat?

    Wednesday, November 29, 2017 at 11:16 pm | Permalink