Magic Spoon
Hot Chocolate
Cereal Launch
Art Director: Devin Sullivan, Illustrator: Johnny Caltagirone
For Magic Spoon’s limited Hot Chocolate cereal drop, they ran a character design contest where the winner came up with a character and animal concept. I took that idea and brought it into the Magic Spoon world, translating it into a final design that fits their universe.
The approach was straightforward. Keep what made the original idea fun, then refine it through shape, expression, and a more graphic lens so it could live naturally on packaging. Clean, readable, and built to feel like it belongs.
The Winning Submission:
Jaden, Teacher
Describe The Animal:
The animal is a Japanese macaque. It fits the hot chocolate theme by being associated with snow, but is much more unique than, say, a polar bear or penguin. The macaque’s distinctive bright pink face gives it a naturally whimsical color palette fitting of the Magic Spoon brand. Being a monkey, this animal also fits perfectly with the character because they both love to climb!
Describe The Character:
The character is an ice climber who is joyfully scaling a frozen waterfall with her macaque friend. She exudes confidence and adventure. After an icy climb, she’s looking forward to warming up with some hot chocolate and Magic Spoon cereal
Describe The Magical World:
The ice climber is using picks to actively scale the wall, and her macaque friend is riding on her back, cheering her on and triumphantly raising his spoon in the air. Although Magic Spoon box designs don’t tend to have much environmental detail, an icy cliff face could be suggested by a jagged white section.