Fizz Creative’s design for Mugsy’s packaging combines playfulness with a focus on indulgence. The hand-lettered brand mark, finished with bold drop shadows, exudes charm and confidence, reinforcing the homemade joy associated with mug cakes.

Each flavor is distinguished by a specific color palette that reflects the flavor profiles while creating a celebratory feel. Whimsical illustrations of ingredients, like lemons and chocolate chips, add movement and personality, emphasizing Mugsy’s commitment to simple, real ingredients. Overall, the design is fun but doesn’t lean into a world that feels overly childish – it’s a great balance of mature play.

Katie Melnick, Partner at Fizz Creative, tells us more about the design process.