Fizz Creative, a Cleveland-based branding and packaging design studio, is proud to announce that its work for Mugsy, an allergen-free single-serve mug cake brand, has been shortlisted for the 2025 Pentawards in the Desserts & Sweet Foods category. The recognition puts Fizz among the year’s top packaging designers from over 2,000 entries worldwide.
For members of the Specialty Food Association and like-minded food entrepreneurs, this honor underscores how strategic, emotion-driven packaging can elevate visibility, build consumer trust, and drive shelf success.
Designed to Delight: Mugsy Combines Indulgence with Shelf Power
Mugsy’s clean-label mug cakes were created with busy families and young professionals in mind—offering just-for-me indulgence without mess or allergens. Fizz Creative translated that vision into a packaging system that balances joy, clarity, and serious retail presence.
As The Dieline noted in their feature on the project:
“Fizz Creative’s design for Mugsy’s packaging combines playfulness with a focus on indulgence. The hand-lettered brand mark, finished with bold drop shadows, exudes charm and confidence, reinforcing the homemade joy associated with mug cakes.”
Each SKU is vibrantly colored and features hand-drawn ingredient illustrations—lemons, chocolate chips, sprinkles—bringing flavor to life while emphasizing Mugsy’s use of simple, real ingredients. The result is what The Dieline called:
“A great balance of mature play… fun, but not overly childish.”
Strategic Design for a Specialty Food Audience
Fizz Creative designed Mugsy to appeal to health-conscious parents and on-the-go consumers looking for quality and convenience. Clear allergen callouts like “gluten- and dairy-free” and “ready in under 2 minutes” are elevated within a vibrant, approachable design system.
“The biggest challenge was finding the sweet spot between personality and clarity,” said Katie Melnick, Partner and Creative Director at Fizz. “In the baking aisle—especially with allergen-friendly products—transparency builds trust. We wanted Mugsy to burst with personality while still being totally clear about what it offers.”
Since launching with its new identity, Mugsy has expanded into multiple new states, secured additional retail placements, and built a growing fan base that connects with both the product and its joyful packaging.
“This Pentawards recognition validates how strategic design can help emerging brands punch above their weight,” Melnick added. “For specialty food brands, the packaging is the handshake—it needs to invite, explain, and excite all at once.”
Why It Matters for SFA Members
The Mugsy project highlights what specialty food producers know well: consumers today are not just buying products—they’re buying into brands. In a saturated market, thoughtful, human-centered design is a key differentiator.
From its approachable tone to its allergen-friendly positioning and on-shelf storytelling, Mugsy’s packaging reflects what the modern specialty food shopper values: quality, honesty, and joy.
