What it had to solve
A brand born from the question 'what can I give my kids that both nourishes and delights them?' — traditional Peruvian sweets reworked with Peruvian Andean grains, with taste and nutrition both non-negotiable.
The idea
A pastry-soft 'B' monogram doubles as the box's functional opening tab, and opening the box stretches the symbol — the pack performs the meaning of the name.
How it works
Mezcla drew the initial 'B' with the curved edges common in pastry and made it the protagonist of the identity and packaging, where it also serves as the tab that opens the boxes; opening them reveals and stretches the symbol. A vibrant red and pink palette keeps the range loud on shelf.
What it did
The Dieline featured the packaging on 5 July 2024; no sales figures were published.
Background
Beyond began with a parent's question — 'what can I give my kids that both nourishes and delights them?' — and reworks traditional Peruvian sweets with Peruvian Andean grains so that taste and nutrition travel together.
Studio Mezcla drew the brand's initial 'B' with the curved edges commonly used in pastry, giving the letter a soft, handmade gesture. The symbol became the protagonist of the identity and the packaging, where it doubles as the functional tab that opens the boxes: when opened, the boxes reveal and stretch the symbol, creating the sensation of going 'beyond', as the name means.
A vibrant red and pink palette keeps Beyond standing out on the shelf while staying playful yet sophisticated. Born in Peru, the brand aims to nourish and conquer palates in Canada and the US. The Dieline featured the packaging on 5 July 2024.
Why it lands
Kids' snacks are won at the shelf and in the hand — a logo the child operates, not just sees, earns the second look and the repeat pick-up.
The tab mechanic makes the name's meaning physical: open the box and you literally go beyond it.
Curved pastry shapes cue the category's handmade warmth while the Andean-grain story carries the nutrition promise parents are buying.
What you can take
If the name is a verb, let the packaging do it: a logo the customer operates — not just looks at — turns brand meaning into a physical gesture.
Since then
The Dieline covered the packaging on 5 July 2024; no commercial results were reported.
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