Full-scale Identity for North America’s Top-performing Toaster Pastries, Flings

Strategy and Design Powerhouse Blurr Bureau Developed Full-scale Identity for North America’s Top-performing Toaster Pastries Flings
Flings set out to reimagine a childhood classic: creating a toaster pastry that delivers on nostalgia and modern nutrition. 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. They turned to Blurr Bureau, a global strategy and design studio known for building brands that break through the noise with precision, speed, and bold creative thinking.
Flings is the brainchild of food entrepreneurs Dino Vassiliou and Benjamin Outmezguine, who took an old-school (and sometimes questionable) snack and transformed it into a gluten-free, high-protein, low-sugar treat that lets adults indulge—no strings attached. Based in Montreal, the brand launched with a bold vision: to create the future of toaster pastries.
Blurr partnered with Flings to develop a full-scale identity, including market research, brand strategy, naming, verbal and visual identity, packaging, art direction, UX/UI website design, and brand guidelines.
The challenge? Capturing the thrill of a childhood treat while speaking to today’s mindful consumer. Research revealed that adults crave the comfort of nostalgic snacks but with ingredients that align with their lifestyle. To bring this insight to life, Blurr founder Jessica Dimcevski says:
“We utilized a ‘retro-futuristic’ direction across all touchpoints – marrying nostalgic textures and patterns with modern, witty language. 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.”
From a standout digital presence to eye-catching packaging, 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.
“What we achieved was a careful balancing act—designs that carried both sentimentality and novelty,” adds Dimcevski. “Flings is both familiar and excitingly new, a product that taps into nostalgia but feels undeniably fresh.”
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!