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With different flavour-profiles designed to match your mood鈥攁ccording to whether your aim is to feel 鈥榳ired鈥� or 鈥榯ired鈥欌�擮ffLimits is a new, next-generation cereal and culture brand designed to be eaten at any time of the day. Its creator Emily Elyse Miller approached Pentagram to create both the packaging and a distinctive brand identity to perfectly embody OffLimits鈥� energetic and high-spirited attitude. 

鈥淚 came to Pentagram with a cartoon universe of cereal characters and emotions floating in my head. explains Miller. 鈥淭hey extracted, organized, and created the rules for this world and the characters who live there. With Shepard Fairey鈥檚 Studio Number One on the cereal character designs, we had this surreal meeting of design perspectives, which for OffLimits, was an unstoppable force of pure defiance mixed with mindfulness.鈥�

The identity comprises of two unique characters (the first of four) which take centre stage on the packaging, and a brand language featuring bold typography, saturated colours and an expressive tone of voice.

Each cereal flavour is represented by a different character鈥攖hese form a key part of the brand鈥檚 identity, interacting with each other, keeping pets, posting on their own Instagram accounts and joining together to create an extended OffLimits family. 

鈥楧ASH鈥� appears on the caffeine-infused coffee and cocoa flavour and 鈥榋OMBIE鈥� on the more mellow vanilla and pandan flavour. Both characters will feature in the various pieces of cereal-related ephemera designed by the team, which will run alongside the brand. Through these characters and their contrasting personalities, OffLimits is also on a mission to destigmatize difficult conversations about mental health. Each order contains a carefully constructed activity sheet with different stress and anxiety-relieving activities for people to work through while eating their cereal.

鈥淭he name OffLimits serves a dual purpose. It鈥檚 a playful take on the sugary treats that always seem to be out of reach when we鈥檙e young and also represents the element of defiance that鈥檚 ingrained in the brand鈥檚 DNA鈥�, explains Emily Elyse Miller. 鈥淩ight now, the system is broken, and we鈥檙e rebuilding the world we want to live in. Nothing is OffLimits!鈥�.

The design team created a bold logo with the second 鈥楩鈥� just out of reach (or 鈥榦ff limits鈥�), which is accompanied by a bespoke typeface designed in collaboration with Emma Williams, and a saturated colour palette. 

鈥淭he logo is insanely perfect because it creates a veil of playfulness with a deeper meaning鈥� adds Miller. 鈥淭he logo mood board was accompanied by a child reaching for the second 鈥楩鈥� just out of reach. It has this playful vibe that you might associate with the curious nature of kids. But the true rebel mindset of the brand views the 鈥楩鈥� as defiant, flipping off the traditional ways of doing things and creating a new world of its own floating out of alignment with the other characters.鈥�

The different elements work together to create a vibrant visual language which brings the high energy brand to life. Encouraging us to 鈥榖reak the rules, starting from breakfast鈥�, the brand language is irreverent and fun, reinforcing the cereal鈥檚 playful attitude. The packaging is colourful and bold, and very different to existing adult-orientated cereal brands. As well as the regular size boxes, the cereals are also available in special individual mini packs.

The proposed brand assets (such as sleeping masks featuring the word 鈥楽nooze鈥�) were carefully selected to help bring OffLimits to life. Other sleep- and breakfast-inspired items include mugs suggesting that we 鈥楤reak the Rules鈥�, and T-shirts with playful slogans such as 鈥楰eep it Real 鈥�. The newspaper-format teaser 鈥楥ereal Times鈥� also features the brand鈥檚 signature bold typography, bright colours and playful copy.

Reflecting its spirited audience, the brand has established a strong online presence. Carrying on the longstanding tradition of pairing toys and cereals, the OffLimits toy store is a gamified, arcade-style online experience where guests can swap tickets collected from cereal purchases, for unique merchandise. A series of quirky animations were created by the design team for the brand to use on the website and share on social media. 

Its founders were keen to create a strong community around the brand and tap into a global network of artists and influential voices. OffLimit鈥檚 digital art gallery was created as a response to worldwide gallery closures during COVID-19鈥攁iming to support diversity and counterculture, it encourages cereal fans to support artists and school art programs by visiting its online exhibitions and shopping in its virtual gallery. 

The design team have created a brand for OffLimits which perfectly suits this new cereal-with-attitude, placing it at the heart of its art- and cereal-loving community.