BACKGROUND: As Smoke House Deli evolved from its cutesy doodle-y personality into a more whimsical and surrealistic one, so did our tone of voice and illustrations. Having been their creative partners for over three years now, the transition was a rather seamless one for us. So when they asked us to illustrate their packaging for Goodness To Go breakfast cereals, we knew we had to put our brains and sketch strokes together to think laterally and create something far from the ordinary.
BRIEF: The requirement was illustrating packaging designs for breakfast cereals in their surreal and whimsical illustrations and Goodness To Go style.
STRATEGY: We started off with understanding the ingredients of each packaging, researching on what they looked like, the shapes and textures – and then relating them to metaphorical objects. So Quinoa Hoops became tyre swings in a spring garden, cocoa pods became boats in a pond, and so on!
RESULT: The design was well received among the target audience. Many extensions were made with this master creative for the social media campaign. The visual unit was also adapted for their outlet menu.