Flipping the Cereal Aisle

Backflip came to us as an idea from serial entrepreneur Shaun Neff in partnership with iconic LA-based artists DABSMYLA. There was no shelf presence, and no story yet — just a conviction that breakfast, and the cereal aisle, deserved better. Interact wrote the brand narrative from scratch and built the visual identity and packaging system to flip off the shelves. 

The creative idea centers on a simple move: a backflip takes something familiar and turns it upside down before landing somewhere better — "flipping" boring cereal into something kids actually crave and parents actually trust. Rather than treating that flip as a gimmick, the identity built it into the system itself. DABSMYLA's hand-painted eyes, drips, and color-saturated characters give the brand a voice loud enough to grab a kid mid-aisle and considered enough to hold up to a parent reading the ingredient panel, a visual language designed to carry Backflip from its very first box onward.