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Flings is the brainchild of two fun-loving founders who have brought in a new era of toaster pastries. Dino Vassiliou and Benjamin Outmezguine set out to reimagine a childhood classic—creating a snack that delivers on nostalgia and modern nutrition. Flings is gluten-free, high-protein, low-sugar treat that lets adults indulge—no strings attached. With a product unlike anything on the market, the founders needed a brand identity that could balance the playful joy of childhood with the sophistication of an adult treat. The retro-inspired visual identity was unlocked by GenZ's definition of nostalgia—a time before the digital age, even if they did not live through this time themselves. The creative solution ensures the brand represents everything we loved as children: a cheeky name, colors that evoke nostalgia but also cue flavor and a dynamic graphic system that highlights key nutritional information.
We led the way from the brand's inception to final execution, working on everything from market research, brand strategy, naming, visual and verbal identity, packaging, digital design, website development and custom typography. Our research revealed that adults crave the comfort of nostalgic snacks, but with ingredients that align with their lifestyle. The challenge was to ensure the brand balanced cheekiness with designs that also appealed to health-conscious consumers—mindful snackers who carefully read the fine print on food packaging, whilst maintaining appetite appeal. Flings was not just adding another snack to the highly competitive FMCG market, we wanted to cut through the noise on the shelf.
The brand system was designed to work seamlessly across pack and digital, whilst being able to evolve as the product line grows. The identity compels customers with humor or intrigue to stop at the shelves, or stop their scrolling and inspire them to look further into the product. The brand quickly gained traction across North America. Flings launched on Amazon to overwhelming demand, attracting 10K+ website visits in its first two weeks and now welcomes 20K daily unique visitors. Within months, the brand secured placement in 1,500+ brick-and-mortar Target stores across the U.S. And is the #1 brand in sales, per store velocity.
The brand’s first flavor offerings—Summer Strawberry, Hot Chocolate, and Sticky Cinnamon—quickly became fan favorites, with demand prompting the launch of a new flavor, Oozy Blueberry, in early 2025. As the brand continues to grow, one thing is clear: this isn’t just a snack—it’s the next big thing in better-for-you indulgence. Fling Responsibly!
Adults are craving a time when brands were more authentic, more analog. Flings visually feels like it traveled back to the 80s and returned with a fresh attitude—playful, cheeky, and effortlessly cool.
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