Surreal
Packaging, Illustration, Digital, Signage, Print
Joining Surreal in the early stages of the brand, I worked closely with the team for two years, helping evolve the identity created by Onwards across packaging, campaigns and digital.
Packaging became a particular focus, with the rollout of six new SKUs as the range expanded. As the brand grew, we identified opportunities to improve the existing designs. Key product benefits weren't landing as clearly on shelf, while inconsistencies in the print process meant colours lacked the vibrancy that had become synonymous with the brand.
Working closely with the production team and printers, I refined the artwork to improve hierarchy, strengthen shelf presence and achieve a richer, more consistent print finish. The result was packaging that felt brighter, bolder and more recognisably Surreal, while staying true to the playful identity that made the brand stand out.
“Madalyn's a superstar.”
“She's the right mix of creative, energetic and diligent in getting things done. We worked with her for 2 years, during which time she elevated our creative from website to packaging to content and everything in between. She would be an asset to any business looking to push their design forward, and have fun whilst doing it!”
Kit Gammel - Co-Founder, Surreal
Before
After
Credits
Creative - John Thornton
Photography - Dream Factory
Press
Creative Review - ‘Can Surreal Shake Up The World of Cereal?’