The breakfast cereal brand took to Instagram this week (below) to reveal the Toucan Sam’s new look, and the reception was less than warm. The thousands of comments are all along the general lines of, “NOPE,” “NO,” “PLEASE,” and “STOP”. The main star of Froot Loops the Toucan Sam is not the same good as was. We think Kellogg’s don’t take a look at the modern trends and goes 20 years back, OK, that’s a true shame or a JOKE?… Hmm
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So what exactly has Kellogg’s done to its poor, innocent Froot Loops mascot? For a start it has removed an entire dimension. Gone is the 3D design, replaced by a rudimentary 2D cartoon. For some reason, he now has an abnormally large eye. There’s also a headache-inducing, psychedelic beak, along with a mouth that simply doesn’t fit. The whole nightmare makes us feel a mixture of scared and trippy.. (said Creativebloq.com)
(Image credit: Froot Loops/Future Owns)
One positive outcome is that some illustrators have taken it upon themselves to provide their own takes on Toucan Sam (below), which manage to maintain the original, recognisable design while adopting the flatter style it seems Froot Loops designers were going for.
Okay, this is how I would redesign Toucan Sam based on this and his past iterations. One, don’t use gradients, they look tacky and distracting. Two, I took from this design and his 1960s design giving a more defined shape that doesn’t have the weird mouth pasted on. https://t.co/22getfVqS5 pic.twitter.com/GdPzlQMic0
— 🌸🍄 Yuki 🍄🌸 (@YukiGoomba) May 11, 2020
only time will tell whether the new Toucan Sam affects Fruit Loops sales – he might look scary, but we’d hate him to see him become a cereal killer.