We’ve learned that a lot of die-hard crunch consumers are adult-aged kids! With that in mind, we’ve started incorporating some pop cultural references and “easter eggs” along with gameplay. They’ve been very open to pushing the boundaries of the Cap’n’s world in order to appeal to a wider range of consumers. The Crunch marketing team at Quaker has been very inspiring, as of late. What inspired the recent turnaround in box design intricacy for Cap’n Crunch cereals?Ī lot of factors are involved in redesigning packaging. A hearty laugh-with a little milk outta the nose is even better.
If I can get someone to laugh while enjoying a bowl of cereal, I’ve done my job.
I just want it to be something fun and engaging to look at. What is your “creative vision” when drawing the Cap’n and his boxes? In other words: what’s the overall feeling you want to convey with your art? Great logo design too: still holds up today. The whole concept of a computer-like machine who spits out cereal boxes when he laughed was both bizarre and awesome. Cap’n Crunch was one of my favorites, of course, right up there with Grins & Smiles & Giggles & Laughs. The artwork and design for cereal packaging in the 70’s was fantastic! It was so imaginative and whimsical, I couldn’t help but be inspired. Has your own love of cereal influenced your work or career journey in any way? (Bonus question: what was your favorite childhood cereal?)Ībsolutely! I always wanted to be an artist, and like most young artists, I wanted to be a cartoonist some day. Since 1992, Haugaard Creative and I have been the Cap’n’s favorite shipmates. My future boss, Phil Haugaard, was VP at the time and he had some Quaker Oats work, one of which was Cap’n Crunch. There were about 10 illustrators working there, all of which I couldn’t hold a candle to. He even showed off some his proudest breakfast masterpieces, too.Ĭerealously: How did you get in the business of Crunch artistry?Įd Griffin: Way back in 1986, I graduated from art school and landed a job at an art studio called Feldkamp Malloy in Chicago. I took this chance to ask Ed a few questions about his exciting job, and Ed took a break from shading the Cap’n’s eyebrows (or at least that’s what I imagined) to kindly answer them. Ed and his wife Donna live “ waaay out in sticks” with their 10 fish and 2 very spoiled cats: Lelo and Stitch.Īnd guess what else? Ed is a Cerealously, reader, too! Like an Oops! All Berries box filled with just blue berries, this felt like fate. For the past 24 years, Ed has worked at Haugaard Creative, a small but very talented group in Chicago, as the Illustration Director and Senior Designer. He attended Ray College of Design from 1984-86, after which he was hired at an art studio called Feldkamp Malloy. His name’s Ed Griffin, and he’s been Cap’n Crunch’s “personal makeover artist” for decades.Įd was born and raised in the suburbs of Chicago. I wanted to find out what was behind this recent Crunchatized revitalization, especially after boxes of Peanut Butter Crunch have featured that same Olympics scene since the 2008 Beijing Games.īefore long, I found out who was behind this shift, too. Alongside games, puzzles, a bustling zoo of caricatured animals, and at least one Statue of Liberty, recent Cap’n Crunch boxes have featured countless revivals of vintage Quaker mascots.įrom Crunch mainstays like Jean LaFoote to obscure, decades-old villains like Magnolia Bulkhead, these 2016 boxes have something for cereal lovers from the ’60s, ’80s, and every where (or should I say every when) in-between.Īs a serious cereal fan myself, I wasn’t content with just looking at these awesome new boxes. Recently, Cap’n Crunch’s box art game has been very on point-and I’m not just talking about the boxes that involve Cap’n Crunch playing actual sports games.įrom HomeRun Crunch and Touchdown Crunch to Orange Creampop Crunch and super close-up revamps of classic boxes, the white-haired Cap’n has been looking more spry and animated in 2016 than ever before.īetter yet, the backs of these boxes feature more than just the ever-lively cereal ship captain we know and love.
0 kommentar(er)
