Surreal Variety Pack - High Protein Cereal – Low Sugar- Healthy Plant Based in Fibre Carb Gluten Free Vegan 13g of Protein, 0g Sugar 240g per Box 4 (1 x each)

Product Information

Once we've ousted plates, we'll then fight those forkers in the cutlery industry (long live spoons), before completing the treble by fighting an international quiche conglomerate. London design studio Onwards has crafted the “off-beat” branding for adult-orientated cereal brand, Surreal. Founded by Vita Coco veterans Kit Gammell and Jac Chetlad, Surreal cereals are sugar-free, gluten-free and vegan cereals inspired by our favourite (although less healthy) childhood staples. The wordmark – which uses the typeface Roc Grotesk – shifts perspective on the second ‘r’. This lets the brand display the wordmark horizontally or vertically while remaining legible, Ryrie explains.

The branding hopes to engage a sense of “innocent questioning” for its adult consumers, the Ryrie adds. One of the guiding principles –‘Never stop playing’– is rooted in the idea that a “playful mindset is a healthy mindset”, he explains. For instance, most brands use LinkedIn as a B2B marketing tool, adopting a more corporate tone of voice, which can make for a rather monotonous timeline. In other money-saving news, we've built our new office out of papier mache, and we now pay our staff with coins made out of tin foil. Surreal aims to “make the kind of cereal we all loved as kids nutritionally relevant for today” . Sending a message like this one means customers have a clear, accessible understanding of their product. They’ve demonstrated what sets them apart from the rest. This GRUELLING task involves giving cereal to people and having nice conversations with them if they want to chat (but this is London so they probably won’t)

A good idea, but how do Surreal cereal afford these big names?

The finance team said we’d been spending too much money, so to shut them up we made the world’s most budget billboard.

This was demoralising for about twenty minutes, and then we realised it’s the perfect excuse to just not try ever again.Anyway, buy our new bowl and spoon. Or don’t. Whatever. A great lesson to takeaway from this case study is how Surreal’s intentionality in their brand messaging served as a strategic catalyst into their market. What lessons from this do you think you can apply to your startup? Onwards has also designed a mascot for Surreal; a smiling face with a cereal bowl for a mouth. Ryrie describes the face as a secondary logo, which can adapt to a variety of expressions. “We wanted the whole brand language to feel surprising and uplifting and a little bit off-beat,” he adds. An official statement also mentioned how Kellogg’s recently lost a court case challenging the government’s new HFSS guidelines around the sugar content of its cereals. But that’s not stopped us teaming up with Doughnut Time UK and Toolstation to hammer home some advertising.

Why Surreal?

Amongst the mundanity of our daily lives, we all need a bit of playful cereal to start the day; now we can enjoy a big bowl for breakfast without the accompanying guilt. From its high-quality vegan ingredients to its rich protein content, Surreal cereal gets a big thumbs up from us 👍🏻