Just Magical Marshmallows

To mark the first ever release of marshmallow-only Lucky Charms, General Mills needed a pack design that would generate buzz across social media. Taking cues from drop culture and exclusive product launches, we created a limited-edition pouch that would resonate with collectors, superfans and streetwear-savvy audiences alike – feeling less like cereal and more like a prized cultural collectible. The pack features a premium metallic green foil with a resealable top, balancing a sense of rarity with everyday shareability. The iconic charms were redrawn in a bold, contemporary style and printed in soft matte inks, creating a striking contrast against the reflective foil. The result was a standout design that carried the magic of Lucky Charms beyond the breakfast aisle and firmly into the cultural spotlight. The launch had the desired impact: over 35 million impressions on social media, and the brand’s most-liked Instagram post to date.

Client: Lucky Charms / General Mills
Agency: LOVE
Labels: Branding, Packaging
Role/s: Creative, Illustration, Artwork

“The team at LOVE delivered an iconic packaging design that really represents the magic of our brand. The execution is brilliant, and we’re excited to see what our fans make of our new Just Magical Marshmallows!”

Jennifer Jorgensen, VP & Brand Director, Cereal at General Mills

Credits
Created in collaboration with the creative team at LOVE.

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