Just launched is this 'Feel All-Bran New' logo and graphic device I drew through The Drawing Book for JWT advertising and Kelloggs. Pretty different to most of the stuff I do these days, but I've done a bit of design in the past so I felt pretty comfortable with it.

This was introduced to me as an 'illustrated type' job but it became apparent after the first round of roughs that they were after more of a 'logo' to use as branding.

They also needed a clock-like 'device' to animate in the TV ads. I designed the logo so it would work with just the type and with a pared down device as a part of it.

Below are the pencil sketches and roughs. While it looks fairly simple, you can see the process and evolution of the logo, and how it came to be.

Roughs

Initial roughs - just for Drawing Book and my eyes:

Sketches

Round 1:

Round 2:

Round 3:

Final approved sketches, below:

There you go! It was originally meant to be for Australia only, but it was picked up by Kelloggs international, so hopefully it will be live in other parts of the world, too. Let me know if you see it in your neck of the woods.