Compelling Business Need (CBN) is a 3 year business strategy outline goals for the Supply Chain department within Kellogg Europe. This year's CBN is based around a four pillars: Partnering, emPowering, Protecting and Planning. Each P has its own power and personality to perform different tasks and KPIs of the CBN.

The visual identity had to incorporate this strategy to build a powerful and creative brand suite that encompassed the CBN vision and the four Ps. The first part of the design process was to profiling the four P’s to provide the foundations for the visual concept, allocating individual 'elemental powers', colour palettes, icons and patterns to create four strong identities.

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To bring the four P’s to life, bespoke face masks have been created to encapsulate the patterns. Each mask has been designed to allow them to slot into one another portraying togetherness, they come together like this in the logo.

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Overall the brand assets provide creative flexibility and tells a story to elevate the CBN in a unique and colourful way.