New Logo, Identity, and Packaging for Surreal by Onwards

Launched in 2021, Surreal is a new brand of cereal available in the UK that is high in protein, contains zero sugar, and is made entirely from plant-based ingredients while being vegan, gluten-free, and keto-friendly. Created over the course of 18 months by Kit Gammel and Jac Chetland — who previously worked together at Vita Coco, the leading coconut water brand — the cereal packs 13 grams of protein in each serving with only 5 grams of carbs and is available in four flavors: cocoa, cinnamon, frosted, and peanut butter. Called Surreal because “it shouldn’t work, but it does, brilliantly”, the brand’s identity and packaging have been designed by London, UK-based Onwards. Surreal are on a mission to make the kind of cereal we all loved as kids nutritionally relevant for tod