Coco puﬀs? Rice Crispies? Fruit loops? Corn Flakes? whatever you choose there is one thing in common, they are all ﬂaky! This brand is all about the ﬂakes and all the yummy add ons used, it is personal, people come in and choose their favorite mix. It is friendly, comfortable and inviting. The brandmark is made out of ﬂakes and the text is written in a bold ﬂowy font that represents milk, yogurt or any of your favorite liquid. The colors are soft pastel colors. The brand language is made up of illustrations and photography, this combination keeps the brand young and hip but not childish -Brand Image: The brand is communicating the happiness and freedom values in a morally driven fashion where they can come to a place and feel home. This place is always fun, it will always make them feel happy in a way or another. This place tries to blend the people together and its always crowded, it makes you feel like everyone are together but at the same time living their own experience, where the sense of enjoyment is heightened and social boundaries are less dominant. -Brand Visual The colors are the lighter cooler shades of velvet, purple, green, blue and orange. Where everything is energetic but not high pitched or screaming. The feel of the visuals is gender neutral and that makes everyone feel comfortable dealing with each other with less focus on whether the person you are dealing with is boy or girl and you are dealing with them based on their personality. That makes the shape of the brand is almost all round, there are no sharp corners but the same time since we are linking flacks to environment to the emotional value of being free and happy. It’s only natural but the branding is reflecting flacks on a visual level.