Transforming Mornings
Whitworths Power 10
Sub-brand Identity
Packaging Design
Proposition & Naming
Art Direction
Artwork Development
Print Management
How can we encourage consumers to add DFNS to breakfast?
This question became the foundation for Power 10, a new breakfast topper concept developed for Whitworths. By combining strategic positioning, proposition development, product naming and packaging design, the concept reimagines a simple sprinkle as an effortless way to create more exciting, flavourful and nutritious breakfasts. The challenge was to shift perceptions of dried fruit, nuts and seeds, inspiring consumers to see them as an essential part of the breakfast occasion.
[All work is owned by Whitworths and was created whilst working as Lead Creative Designer.]
Food Styling: Christina Murray
Pack Photography: Simon Bernacki
Extraordinary Mornings
For most people, every morning starts with the same question: What should I have for breakfast? Power 10 was inspired by this everyday ritual, transforming an ordinary breakfast into a healthier, more exciting start to the day.
The Insight
Breakfast is one of the most habitual meals of the day, yet one of the least inspiring. Consumers often find themselves caught between two choices: a breakfast that's nutritious but repetitive, or one that's indulgent but lacking nutritional value. As health continues to play a bigger role in purchasing decisions, there was an opportunity to reframe the breakfast occasion - transforming an everyday bowl into something consumers genuinely looked forward to. The concept became rooted in The Morning Moment; that familiar pause each morning when we ask ourselves, 'What should I have for breakfast today?' Rather than adding another breakfast product to the shelf, the opportunity was to elevate the breakfast consumers are already eating.
The Direction
Inspired by The Morning Moment, the creative direction positions Power 10 as more than a breakfast topper - it becomes the finishing touch that transforms an ordinary breakfast into an extraordinary beginning. The identity centres around the idea of celebrating 10 ingredients, 10 nutrients and 10 health benefits through bold messaging, vibrant food photography and an optimistic visual language. Every design decision was made to celebrate the breakfast occasion, encouraging consumers to see their morning bowl as something exciting, colourful and full of possibility.
Building the Proposition
Designed to be bold, memorable and benefit-led, the name immediately communicates the product's core proposition. It transforms the 10 ingredients, 10 nutrients and 10 health benefits into a simple, ownable platform that can grow across the entire range.
The visual identity builds on Whitworths' existing brand assets, with custom letterforms inspired by the masterbrand typeface. By playfully manipulating individual characters, the wordmark becomes more energetic, expressive and ownable, reflecting the optimism behind the Power 10 proposition.
Range Architecture
A bold pack architecture combines appetite appeal with clear health messaging, helping consumers quickly understand the product while creating strong shelf impact in a competitive category. A flexible colour system distinguishes each health benefit while maintaining a consistent brand identity, creating a cohesive range that's easy to shop.
More than just a Packshot
The photography places breakfast at the heart of the proposition, showcasing bowls that feel vibrant, generous and genuinely achievable. Every ingredient was carefully styled to communicate abundance, texture and freshness, reinforcing the idea that one simple sprinkle can transform an ordinary breakfast.
Let's Work Together
elliekingcreative@gmail.com
@ek_creative_
© 2026 by EK Creative.