Flings

The challenge lay in a highly competitive FMCG market and how to add another snack to the shelves that cuts through the noise on the retail shelf. Another challenge was how to increase appetite on packaging with a product that isn’t the most photogenic. We needed to create a design system that allowed appetite appeal without leaning into confectionery. Whilst toaster pastries are common in the USA, there is not a wide variety of them available, therefore it was unlocked that showing the actual product on pack was important to the consumer, so they knew what they were purchasing.

Our creative solution ensures the brand represents everything we loved as children: a cheeky name, colours that evoke nostalgia, a user-friendly e-commerce site centered around discovery and finer details such as flavor names relating to heat, all intertwined with a playful tone of voice that brings child-like joy to the brand experience. The brand system was designed to work seamlessly across packaging and digital whilst being able to evolve as the product line innovates. We worked with top-tier 3D artists to create delicious and appealing product renders that incorporated photography and 3D renders.

The success of the brand has been so significant that the Flings founders are planning on launching another flavor SKU within a year. Originally the founders had only planned for online stockists for the first year of operations, however the packaging and branding has seen such success in the market and driven immense interest, that the brand has expanded to brick and mortar stockists within the first 6 months of launching. The original timeline for bricks and mortar retail was 2-3 years post-launch.

It was a two year collaborative journey to get the product on the shelves. The results far exceeded expectations for the founders. Within the first month of its launch, Flings sales rose from $7K to $60K+ and gained interest from Target. Flings is now sold in 1000+ Target stores across USA & Canada. The website drew 10,000+ visits in the first two weeks of launch, and to-date, averages are over 20,000 unique visitors on any given day and $70K+ sales per month.