Killer Cereal

Killer Cereal is a fictional cereal company built around one joke taken completely seriously: what if a single brand made a different box for every kind of shopper — as well as a new way to eat cereal, dry: a box you take on the go, open the lid, and eat from on your way to work or school.

The identity starts with the wordmark — three paring knives standing in for letterforms — and a restrained system of two typefaces (Novantique Serif for personality, Komet Thin for the fine print) and a soft mauve-and-lilac palette that makes the packaging feel oddly wholesome.

Below are the three different cereal boxes, as well as the style guide.