Agency: LOVE.
Client: General Mills
General Mills needed a new pack design for a strictly limited release of Lucky Charms. LOVE. saw an opportunity to turn up the hype by tapping into drop culture’s codes of desirability.
Lucky Charms have been growing a cult following since the 60s. It's a cereal with a difference. Our job was to carry the magic beyond the breakfast table and into the wider world of snacking. We created an irresistibly shiny and new format, Just Magical Marshmallows, that would pique the interest of hardcore fans and hypebeasts alike.
The design made a departure from the usual cereal box experience. We left Lucky the Leprechaun standing guard over the classic serve and carried the logotype and charm iconography into a more contemporary and covetable space.
Ramping up the indulgent, premium nature of this limited offering, we created a foil pouch with resealable top to further reinforce the product’s desirability and shareability. We redrew the stars of the show (a heady mix of new and classic charms), giving them a soft matte finish for added standout against the metallic green background & hid a rainbow on the base as our little nod to Lucky.
