Froot Loops

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Role: Art Direction // Design // Concept

Froot Loops is a brand that has always put fun at the forefront – just look at the “loopy” spelling in its name. The new creative platform takes the iconic “oo” misspelling of “Froot” a step further by giving Toucan Sam his own language, adding his unique colorful vocab to humdrum situations.

Office:
Leo Burnett Chicago

Froot Loops has been loopy
and nonsensical from the very beginning.

Froot in “Froot Loops”
has always been misspelled,
but that makes it fun.

Putting loops (Oos)
where they don’t belong
is in our DNA.

To introduce our new creative platform 'Find The Loopy Side,'
we devised a unique language specifically for Toucan Sam called the 'loopy language', incorporating loops where they wouldn't conventionally belong.

Working together with Framestore Studio, we designed a milk world.
The white backdrop accentuates Sam's vibrant cereal loops,
creating a clean, minimalist environment that captivates the audience's focus.

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