Case study · Kellogg’s

Kellogg’s, a letter and a toucan in gold

The Kellogg’s script K in polished 24-karat gold standing on a dark base

For Kellogg’s, D’Argenta made two very different icons in 24-karat gold: the script K that opens the company’s name, and the toucan of Froot Loops.

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Client: Kellogg’s
Pieces: The Kellogg’s K; the Froot Loops toucan
Finish: 24-karat gold

A letter made solid

The K is calligraphy — a brush stroke with thick and thin — and making it three-dimensional means deciding how deep every part of that stroke should be. Done well, it reads as the logo from the front and as sculpture from the side.

A mascot in flight

The toucan is the opposite problem: a character full of personality, wings out, beak high. Gold everywhere except the dark beak keeps it unmistakably the Froot Loops toucan while turning a cereal-box friend into something for a shelf.

The Froot Loops toucan, wings spread, in 24-karat gold with a dark beak, on a black base — The Froot Loops toucan, 24-karat gold.

Logo or mascot?

Most brands have both, and they do different jobs. A logo piece is formal and works for boards, partners and long service. A mascot is warmer and works for teams, sales clubs and celebrations. Many programmes use one for each.

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Let us make it in silver and gold.

Closures, bottles, emblems and brand icons, finished by hand in silver, 24-karat gold and copper in Mexico City. A prototype is ready for your review before anything is committed.