Magic Spoon reinvented sugary cereal.

Magic Spoon is a lesson in selling nostalgia with a modern twist. Launched in 2019 by Gabi Lewis and Greg Sewitz (who had previously built the cricket-protein bar brand Exo), it makes a high-protein, low-sugar, grain-free “childhood cereal for adults” — nostalgic flavours like Cocoa, Fruity, Frosted and Cinnamon, reimagined with roughly 13–14g of protein and no added sugar (sweetened with allulose and monk fruit).

Its identity is a celebrated modern-branding story: a bold, colourful, retro-futurist look, created with the agency Gander and illustrator Levi Jacobs, where each flavour box has its own Saturday-morning-cartoon character and bright, saturated colour. Sold direct online first (single-serve mini-boxes and subscriptions), it later rolled into Target and thousands of stores, backed by celebrity investors.

(Honest notes: Magic Spoon launched in 2019; its founders’ previous company, Exo, made cricket-protein bars; it is a high-protein, low-sugar cereal for adults despite the cartoonish look, sweetened with allulose and monk fruit; and it is independent, having raised about $100M total (including an $85M Series B) with no acquisition reported. No official brand hex is published.)

Magic Spoon lives in a bright retro palette. Click a swatch to copy the hex.

Magic Spoon’s identity is bright, playful and retro-futurist — a cosmic purple, a bubblegum pink, a sunburst yellow, a sky aqua, and a cream. The palette reads like a modern take on a classic cereal box: saturated, joyful, cartoon-bright colour. It signals fun and nostalgia rather than a clinical health product. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a bright retro palette signals nostalgic, playful cereal. Magic Spoon’s world reads as fun and colourful. For designers, it is a reminder that saturated, cartoon-bright colour evokes childhood cereal while feeling modern, matching a brand that sells nostalgia to adults. The takeaways: use bright, saturated, joyful colour; lean on nostalgia with a modern edge; and treat any single hex as unofficial — using a deep purple for small text so the brights stay in the palette.

The wordmark spirit is a rounded sans — playful and bold.

Magic Spoon’s identity carries a playful, bold, nostalgic spirit — a “MAGIC SPOON” wordmark whose rounded forms match a fun, cartoon-driven cereal. A rounded sans captures the mood: it is friendly and playful, the register of a Saturday-morning cereal box rather than a supplement. Set against a bright retro palette, the rounded sans feels playful and bold — exactly the childhood-cereal-for-adults personality Magic Spoon carries. It is fun rather than clinical, mirroring a nostalgic, colourful product. (Magic Spoon’s real wordmark and characters are trademarks we describe but do not reproduce, and the exact typeface is not something we assert.) Because the specific mark is not ours to use, the honest description is “a rounded sans spirit,” not the Magic Spoon logo. The type behaves like the brand: playful, bold and nostalgic.

Magic Spoon stands for cereal reinvented.

Magic Spoon is a lesson in reframing a beloved product for a new need. It took the emotional pull of sugary childhood cereal and paired it with what adults now want — high protein, low sugar — then wrapped the whole thing in a bold, playful, cartoon identity that made a “healthy” cereal feel like a treat. That combination of nostalgia, better nutrition and joyful design is what set it apart in a stale category. The differentiator is emotional: it sells a feeling, backed by a real reformulation.

For designers and brand-builders, Magic Spoon offers a clear takeaway: nostalgia plus a modern benefit can revive a category. The lessons: tap a strong emotional memory (childhood cereal); back it with a real, current benefit (protein, low sugar); and let a bold, playful identity make the health product feel fun. It is also a reminder to stay accurate: Magic Spoon launched in 2019, its founders came from the cricket-protein brand Exo, and it remains independent — with the palette here an unofficial interpretation. Magic Spoon reinvented cereal — proof that nostalgia with a twist can be the difference.

Keep Magic Spoon’s identity on hand — save it to a board in the Made Good inspiration library.