How do you get health-conscious people to happily munch potatoes for breakfast?

Innovators Malin and Andrea approached Frosting back in 2021 to help them create a graphic identity for their start-up business, which they run alongside their other activities. After realizing the untapped health benefits of potato protein, they worked to develop a crunchy breakfast cereal that could challenge the other healthy options on the cereal shelf.

Innovation takes time, but so does a really good idea. In the spring of 2024, Knaprig was finally ready for the market and Frosting was busy creating a packaging design that reflected Malin and Andreas’ bubbly joie de vivre. Behind the functional cereal is both a deep health concern and a strong sustainability aspect, as the product is made from potato protein left over from the production of potato starch. Before the protein was packaged in a flake, it went to waste.

The packaging design, which was to be both stylish and fun, combined important values with humor. Frosting developed a cheerful potato figure that can be easily placed in different training situations and used as a graphic element to generate interest and engagement in many channels.

“From couch potatoes to fries fit” was one of the playful messages that, together with clear information on nutritional and environmental benefits, will tempt cereal buyers with good health ambitions to try the new addition. Frostings’ assignment also included creating a website where the cereal will be sold and developing trade fair materials.

The project culminated with the delivery of the cereal from the producer and a celebratory tasting for the project team. The fact that the cereal lived up to its name was probably heard far beyond the meeting room! Deliciously crunchy and incredibly tasty, was the rating.

The launch took place in May 2024 and the project team included Annelie Thorsell, project manager, Mikael Vikström, art director, Jennie Zetterqvist, writer, and Markus Hasselryd, web development.