Flings is the brainchild of two food-entrepreneurs, Dino Vassiliou and Benjamin Outmezguine, who took the much loved toaster pastry snack and transformed it into a healthier, more natural adult treat. Flings come 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. There are not a lot of food items that define the baby-boomer generation like the classic toaster pasty. They were convenient, relatively cheap and every child knew of them, loved them and grew up eating them, not only in the US but also across the world. 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.

Blurr Bureau worked across market research, visual identity, brand strategy, naming, tone of voice, UX/UI design, renders, art direction and social media.