Just Magical Marshmallows
Lucky Charms have been growing a cult following since the 60s, and General Mills needed a new pack design for their first limited edition release of marshmallow-only packs that would captivate both diehard fans and hypebeasts.
Turning up the hype and carrying the magic beyond the breakfast table into wider culture, we created a pack design that mirrored the exclusive nature of the coveted drop-culture scene.
Ramping up the premium cues, we crafted a shimmering metallic green foil pouch with a resealable top to reinforce the product’s shareability and redrew the iconic charms in a bold, contemporary style and gave them a soft matte finish to stand out against the foil.
The launch sent the Lucky Charms’ universe spinning. Social media engagement hit over 35 million, and the initial post on Instagram was Lucky Charms’ most-liked post ever.
Client- Lucky Charms / General Mills
Agency- LOVE
Role/s- Creative, Artwork
Labels- Branding, Packaging, Illustration
Credits-
Designed as part of a creative team at LOVE.
