Blurr Bureau brings a burst of childlike joy to adult snacking with their packaging design for Flings, a healthier twist on the beloved toaster pastry. Crafted by food entrepreneurs Dino Vassiliou and Benjamin Outmezguine, Flings’ packaging showcases its keto-friendly, gluten-free, and artificial color-free offerings and embodies the playful energy of yesteryears. The design seamlessly captures the essence of nostalgia, childlike positivity, and joy, transporting consumers to a time before the digital age. Blurr Bureau skillfully strikes a balance, creating designs that appeal to health-conscious adults while maintaining the cheeky and lighthearted spirit of the brand.
Flings is the brain child of two food-entrepreneurs, Dino Vassiliou and Benjamin Outmezguine, who took the much loved toaster pasty snack and transformed it into a healthier, more natural adult treat. Flings comes in 3 flavors, and are keto friendly, gluten free, and contain zero artificial colors. Blurr Bureau’s brief was to create nostalgia. To ignite childlike joy through the branding, tone of voice and packaging of an old-time favorite snack that reminds people of their youth.
The visual and verbal brand story Blurr created acknowledges both the nutritional and emotional needs of adult snackers. The brand touch points transport people to a time before the internet, when life was less digitized, food won on flavor, and oozed playful energy. From a design lens, our team knew we had to encapsulate key emotions: nostalgia, childlike positivity, fun. The challenge was to ensure the brand language balanced lightness and cheekiness with designs that also appealed to health-conscious consumers — astute, mindful consumers who, unlike their much younger selves, have learnt to carefully read the fine print on food packaging.
