KRAVE KICK-FLIP
Kellogg's Krave was once defined by early internet culture, loud, derpy and unapologetically weird. As a kid, I really resonated with the energy and uniqueness which made it stand apart from other cereals. But over time it seemed the hype had died down, along side their energy. Krave had lost its playfulness and became just like any another cereal box in the isle.
This design was aimed to reclaim that identity, to bring back some of its bold and quirkiness. I wanted to evoke a sense of nostalgia and rawness in order to speak to the generation that grew up with Krave but never outgrew its attitude.
This special edition of Kelloggs Krave Cereal was inspired by their early bold and playful campaign, reimagined through a grungy skater lens. Blending ealy 2010’s rebelious youth culture.
BEHIND THE BOX
This project started with nostalgia. Inspired by gritty street culture, this edition taps into thee world of the scuffed, graffiti splattered walls, and weathered textures.
I grew up in a conservative family where anything gritty or punk felt off limits. Creating this project became a small act of freedom. Proof that I'm free to express myself freely without fear of expectations. This box was one of my first attempts at reconnecting with something I thought I had once lost long ago.
Starting with a grungy and skater focused moodboard, I jumped right into illustrating. Unlike any other piece, I let it take me along for its ride as I built upon it, iteration after iteration, keeping scuffed and unpolished textures in mind.