Melbourne Offline 4 March 2024 - 21:46 New York Offline 4 March 2024 - 05:46 Chicago Offline 4 March 2024 - 04:46

FLINGS


The brief was to create nostalgia. To ignite childlike joy with a snack that reminds us of the past, but with a more mature, modern aesthetic. Flings is the brain child of two food-entrepreneurs who took the old-school (and sometimes questionable) snack and transformed it into a healthier, more natural adult treat.

The brief was to create nostalgia. To ignite childlike joy with a snack that reminds us of the past, but with a more mature, modern aesthetic. Flings is the brain child of two food-entrepreneurs who took the old-school (and sometimes questionable) snack and transformed it into a healthier, more natural adult treat.

The Blurr

There are not a lot of food items that define the baby-boomer generation like the classic toaster pasty. They were convenient, relatively cheap and every child knew of them, loved them and grew up eating them – not only in the US but also across the world.

The brief was multi-layered. On the one level, our brand identity and all its supporting assets need to capture the feeling of childhood, the thrill of after-school treats. On another level – and based on our extensive research – we discovered that adults are constantly looking for the life-hack of sugary snacks. Consumers are serial snackers, and are on a constant search for that snack that satisfies the tastebuds and represses the guilt.

From a design lens, our team knew we had to encapsulate key emotions: nostalgia, childlike positivity, fun. The challenge was to ensure the brand language balanced lightness and cheekiness with designs that also appealed to health-conscious consumers – astute, mindful consumers who, unlike their much younger selves, have learnt to carefully read the fine print on food packaging.

Services

Market Research
Brand Strategy
Naming
Tone of Voice
Visual Identity
Packaging
Art Direction
Renders
Motion Design
UX/UI Website Design
Brand Guidelines
Social Media

The Blurr

There are not a lot of food items that define the baby-boomer generation like the classic toaster pasty. They were convenient, relatively cheap and every child knew of them, loved them and grew up eating them – not only in the US but also across the world.

The brief was multi-layered. On the one level, our brand identity and all its supporting assets need to capture the feeling of childhood, the thrill of after-school treats. On another level – and based on our extensive research – we discovered that adults are constantly looking for the life-hack of sugary snacks. Consumers are serial snackers, and are on a constant search for that snack that satisfies the tastebuds and represses the guilt.

From a design lens, our team knew we had to encapsulate key emotions: nostalgia, childlike positivity, fun. The challenge was to ensure the brand language balanced lightness and cheekiness with designs that also appealed to health-conscious consumers – astute, mindful consumers who, unlike their much younger selves, have learnt to carefully read the fine print on food packaging.

The Clarity

Through our research, which spanned over two years and across both the US and Canada, we discovered that as these children got older – and as the world became more health-conscious – this acquired taste grew with them, and the market was expanding to include older consumers who were looking for not only convenience and familiarity, but also some health benefits.

What we discovered was that adults were craving a time when brands were more authentic, more analog. Visually, the brand language we created looks like Flings travelled back in the 80s and back to the present dressed in velvet and maybe a pair of bright happy pants. Utilising a Retro Futuristic direction across all touchpoints – we married nostalgic textures and patterns with more modern, clever language.

It took Blurr and Flings over two years to put the product on the shelves, and within the first month of its launch Flings exceeded their sales target by 100%.

On shelf and online, Flings was both familiar and excitingly new. What we achieved was a careful balancing act, with designs that carried both sentimentality and novelty.

Visit the website eatflings.com

The Results

100% more sales than anticipated at launch

10k visits to website in the first 2 weeks

20k unique visitors to website on any given day

Featured on The Dieline & Snaxshot

Launched on Amazon in August 2023

Available in 1,000+ brick & mortar stores across USA in January 2024

The Clarity

Through our research, which spanned over two years and across both the US and Canada, we discovered that as these children got older – and as the world became more health-conscious – this acquired taste grew with them, and the market was expanding to include older consumers who were looking for not only convenience and familiarity, but also some health benefits.

What we discovered was that adults were craving a time when brands were more authentic, more analog. Visually, the brand language we created looks like Flings travelled back in the 80s and back to the present dressed in velvet and maybe a pair of bright happy pants. Utilising a Retro Futuristic direction across all touchpoints – we married nostalgic textures and patterns with more modern, clever language.

It took Blurr and Flings over two years to put the product on the shelves, and within the first month of its launch Flings exceeded their sales target by 100%.

On shelf and online, Flings was both familiar and excitingly new. What we achieved was a careful balancing act, with designs that carried both sentimentality and novelty.

Visit the website eatflings.com

 

100%

more sales than anticipated at launch

10k

visits to website in first 2 weeks of launching

20k

unique visitors to website on any given day

Featured on

The Dieline & Snaxshot

Launched on

Amazon in August 2023

Available in

1,000+ brick & mortar stores across USA in January 2024

The Bureau

Creative Direction

Jessica Dimcevski

Design

Andy Webb
Laurie Grattan (UX / UI)
Jessica Dimcevski
Akansha Kukreja
Lucy Guernier

Art Direction

Andy Webb

Naming

Jingleheimer

Copywriting

Jingleheimer
Erika Geraerts

Animation

Jack Jaeschke

3D

Courtney Hopkinson (Tart)
Adrian Bonaventura (Chocolate Logo)

Typography

Ganna Krest (Wordmark)

Photography

Garnish Studios
House of Socials