Mugsy was founded when two moms in healthcare noticed a need in the broken food system for a dessert that was hassle-free, allergen-free, and accessible. But most importantly, they wanted to spark dessert joy!

Working with CPG and branding studio Fizz Creative, I established the signature illustration style for the Mugsy Bakes line which currently includes 4 SKUs and an additional seasonal flavor. From sketches to Procreate to Adobe Illustrator, the illustrations were developed to add even more vibrancy and celebration to Mugsy’s visual brand and shelf presence. This maximalist boldness has served the brand well, resulting in multiple awards, robust sales, and being picked up by Pop Up Grocer!

Photos by Emily Metzger.