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)

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The Forbes-listed brand, since its entry into the cereal scene, has employed creativity and humour to distinguish itself in the industry which has somewhat been starved of innovation for years. So the exclusion of animal products instantly makes Surreal a more eco-friendly option than the majority of traditional cereals. All it took was a gazillion cardboard boxes, twelve rolls of gaffer tape, two ladders, and one fight about who got to play on the ladders. Couldn't be easier.

Let’s face it, a bowl of seedy muesli might be healthier, but it just can’t satisfy taste cravings in the same way. 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. London design studio Onwards has crafted the “off-beat” branding for adult-orientated cereal brand, Surreal. Since their launch earlier this year, they’ve steadily been growing and gaining recognition as the new, disruptive cereal brand in the market. But how?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.

We couldn’t afford one of those special, flashy, custom billboards, so we decided to save some pennies and make our own billboard from scratch.That depends on your perspective. If you’re comparing it to the cheap crap that sells on supermarket shelves, then it is a little on the pricey side. However, if you’re prioritising convenient nutrition at breakfast, then Surreal is value for money, particularly when you opt for their subscription service.

Surreal contains 240g of cereal in a bag. That means, if you follow conventional cereal portion sizes (32g), you can squeeze 7-8 portions out of the box. Lucy and I love a large breakfast, so we found that 60g was the perfect amount for us. 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.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? Eaten straight out of the box, sprinkled over a chocolate sundae, crumbled over vegan cheesecake or doused in plant milk and slurped up with a spoon, there are endless ways to enjoy cereal! 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.