Creative & Art Director
Original packaging is on the left, with the new packages for two of their flagship flavors on the right.
We found it necessary to simply show the transition from milk to flavor boldly on the packaging. To do this we lost the illustration of a cup and went with a more kinetic splash.
Channeling a little "Singing In The Rain" we used the iconic spiral straw as a post for each of the characters to swing from. Lori did a marvelous job.
The bag-form and window in the packaging were mandatory inclusions so we decided to use the color of the straws themselves as a part of the flavor splash.
In wanting to highlight the fun aspect of the brand we explored a magician theme. There were some symmetries we found. Cups and hats. Wands and straws. It all made sense, but was not where we landed.
In continuing with the magician theme, we tried this. Seemed a little too corporate and strong for a children's brand.
We wanted to bring more of an "awe shucks", old-timey feel to the brand and so we tried this script treatment along with an illustration of a cup with a straw. With color I believe the transition to flavor would have been shown. Perhaps this logo treatment should have made it another round.
We spoke to the company and inquired as to whether they'd be able to add stripes like these to the straws. We were happy to find that in fact they could and would. This alone creates a more iconic product and makes strong connections back to the retro flav-r straws.
Due to scaling concerns we decided to bring this to the packaging via illustration instead of within the logo itself.
Final Logo. The treatment of "Magic" embodies an upbeat shiny piece of magic. It make me want to animate this logo. The transitional element is carried through the "Straws", which also brings the vintage script along for the ride.
The colors are taken from their key flavors, chocolate & strawberry.
The logo system is designed to match the color of the splash to the represented flavors. There's a wide range including creamsicle, cinnamon roll and cotton candy!
This branding project is not just a single logo but also a system for the rest of the subsequent brands they'll be rolling out.
These straws are also placed within schools and have a couple sister programs. These logos represent those and are designed to match the system.