In 2022, Kit Gammel and Jac Chetland launched Surreal, a healthier-for-you, protein-packed cereal. Since the cereal’s inception, Surreal has had an irreverent voice, which is evident in Onward’s initial branding and packaging, advertising, and social media. For instance, they created a billboard announcing Surreal’s debut in supermarket chain Sainsbury’s, which was really just a chance for the founder to stick it to his old man regarding his career choices.

Recently, Surreal updated its packaging, courtesy of Earthling Studio, and rather than issue a grand, flowery over-explanation, it instead stuck to the same sassy tone and voice that have worked for the brand from its inception.