Magic Spoon

Creative Challenge

Magic Spoon set out to expand beyond cereal with the launch of a high-protein, grain free granola line – entering one of the most crowded, visually noisy aisles in grocery.

The challenge wasn’t just launching four new flavors. It was extending this uniquely playful brand into a new format without losing equity.

The new granola needed to:

Clearly ladder to Magic Spoon’s existing brand world
Communicate functional benefits instantly at shelf
Compete against both indulgent and “better-for-you” granolas
Establish a scalable visual system that could grow with the line

All while staying unmistakably Magic Spoon.

Solution

We designed the granola packaging as a strategic portfolio extension, not a one off SKU.

Shelf Navigation First
In a category driven by quick decisions, we prioritized immediate read and differentiation. Key nutritional macros – high protein, low sugar, low carb – are designed to be clear from distance, reinforcing the brand’s functional promise in seconds. We also elevated the product photography for appetite appeal.

Flavor as a System
Each flavor is distinct, yet part of a unified family. A bold gradient color strategy creates vibrancy and fun while ensuring strong flavor blocking at shelf and cohesion across the line.

Brand Personality, Reinforced
Dynamic flavor cues and expressive color bring energy to a category often dominated by muted, utilitarian codes. This reinforces Magic Spoon’s playful, optimistic personality – a key differentiator in a functional granola set that typically leans serious or rustic.

Packaging Design

Product Line Extension

Portfolio Architecture

Color Strategy

In collaboration with Magic Spoon