Good Morning Cereals

PUFFED GRAIN MANUFACTURER

A wholesome, homegrown health food brand built on simplicity and trust

The challenge

Good Morning Cereals is a family-owned grain-puffing business with a passion for pure, simple food. When the new owners took over the company, they inherited packaging that was functional but lacked character or shelf presence. To position the business for growth, they needed a brand identity and packaging system that reflected the organic integrity of their products and connected with health-conscious consumers.

Creating a brand that reflects purity and purpose

LloydGrey developed a clean, honest visual identity to mirror the natural simplicity of the product range. The brand was designed to appeal to customers of health-food stores – many of whom are seeking organic, minimally processed, allergen-friendly ingredients. The new look prioritised clarity and transparency, highlighting the source of the grains and the absence of additives. The refreshed packaging stood out on the shelf while reinforcing the brand’s values of purity, local sourcing, and nutritional goodness.

Supporting local producers

A key part of the Good Morning Cereals story was their commitment to supporting Australian farmers wherever possible. The brand narrative highlighted this connection to local growers and emphasised minimal processing – positioning the products as wholesome breakfast cereals or baking ingredients ideal for a wide range of dietary needs.

Strong early results and industry recognition

The rebrand received immediate positive feedback from retailers, with sales of some product lines jumping by 20% after the new packaging was introduced. It also attracted early interest from export markets and earned a Design Institute of Australia Commendation for its understated, authentic design. The new identity gave the brand a clear foundation for communication and expansion.

Continuing support and long-term growth

Since the initial rebrand in 2004, LloydGrey has continued to support Good Morning Cereals through brand updates and design consultancy. With its solid brand foundation, the company has expanded beyond health-food stores to supply major manufacturers of health bars, gluten-free products, and baked goods. The brand has remained true to its roots – clear, natural, and grounded in purpose.

“It is now over 20 years ago since we bought Good Morning Cereals and asked LloydGrey to rebrand and design new packaging for the business. Their depth of understanding of our business in those early days has given us a solid base to grow our brand and has added real value to our business. LloydGrey has also been involved in developing several business strategies where we have always relied on their objective thinking, strong principles and unwavering commitment to quality and consistency.”

Owner — Good Morning Cereals