For decades, Alpen has been a staple at the breakfast table, offering a wholesome start to the day. But with muesli facing a decline in popularity as shoppers increasingly turn to granola and porridge, the brand needed to reassert its relevance and modernise its image without losing its distinctive heritage.

The brief was clear: modernise the brand while celebrating its iconic assets, particularly the signature alpine landscape and reinforce Alpen’s credentials as a wholesome, delicious, and complete breakfast choice.

The creative idea, “Brimful of Life,” brings Alpen’s distinctive identity to life with a richer, fuller alpine world. Morning sun, flowing rivers, lush greenery, trees, and a bird now complement the iconic mountainscape, creating an immersive illustration style that feels fresh and contemporary. Every element celebrates the abundance and vitality of Alpen, positioning it as a cereal that delivers all-encompassing goodness.

At the centre of the redesign is a bold, modern serif logotype, rooted in Alpen’s archive packaging. Paired with a warm, natural colour palette of creams, blues, and greens, conveying alpine freshness, wholesome ingredients, and a sense of vitality. The new identity flows seamlessly across packaging and in-store materials, creating a cohesive and memorable shelf presence.

The result is a revitalised brand identity that honours Alpen’s heritage while standing out on shelf, inviting consumers to rediscover muesli as a vibrant, wholesome, and delicious breakfast choice.