Life Cereal
& Cap’n Crunch
R/GA LA
2019
Visual Designer
Life Cereal and Cap’n Crunch, two products under PepsiCo’s “Fun for You” category, were redefined from a box on a shelf into fully realized brands with distinct personalities and brand voices.
In collaboration with: Lars Hansson (ECD), Peter Baston (CD), Nathan Fyock (VD) and others
Life Cereal
While the packaging carried on-shelf recognition, the Life Cereal brand lacked a broader identity system to be leveraged across marketing. This system drew inspiration from the vibrant, multicolored logo, and used the cereal’s classic square shape to create a clean and playful look and feel.
Cap’n Crunch
Championed by its mascot, Horatio Magellan Crunch, Cap’n Crunch cereal has a rich and fantastical lore that spans decades. From an animated cartoon series to a 90s computer game, this brand carried an iconic persona, but lacked a modern design system to keep up with current marketing standards. This identity was created as a contemporary celebration of the Cap’n universe, bringing the “fun-for-you” cereal category to life across all platforms.
