Breakfast just got a whole lot fresher. Alpen, the UK’s muesli mainstay, has had a serious glow-up courtesy of the folks at BrandOpus. Think: 30% more fruit in the recipe and 100% more joy in the design.
The famous Alpine peaks are still there, but now they’re part of a richer, warmer landscape, with rolling rivers, rising suns, and lush greenery. The magic comes from illustrator Andrew Lyons, whose hand-crafted scenes evoke a sense of movement and life in every box, like a postcard from the mountains.
Andrew worked closely with the BrandOpus team to strike a smart balance, keeping the brand instantly recognisable while giving it the energy to stand out in a crowded cereal aisle. The refreshed identity and alternate colour ways run right across their packaging, ads, and in-store displays, all carrying the new “Brimful of Life” spirit.
It’s proof that when strategy and craft come together, even a humble breakfast bowl can feel like an adventure.
We caught up with Andrew to hear more about the project.
How did you approach reinterpreting Alpen’s iconic mountain imagery for this redesign?
BrandOpus had a vision of what they wanted to see but needed me to refine in my style the image they had in mind. I’ve always enjoyed illustrating mountain landscapes and I think they saw that in my work. As they had already provided me with a mockup to work from and mountains being a familiar subject, I felt confident enough in my process to skip my usual pencil-roughs stage and go straight into colour with textures.
What was your process for balancing realism with a stylised, brand-friendly aesthetic?
I think that my style leant itself well to the aesthetic they were looking for. They were looking for a change from the previous design and wanted something a little more modern and also a bit rougher around the edges. So more of a hand-drawn style, balanced with a modern, hard edged, stylised look, which I’ve always kind of done in my work. I guess I do this by thinking in terms of shapes and composition, then roughing them up with textures.
How did you ensure the illustrations would work across different formats, from small packs to large in-store displays?
I think through teamwork with BrandOpus, they knew what would work and what wouldn’t but essentially the focus was on the packet design. I worked to a huge resolution though so they had some flexibility.
Which tools or mediums did you use for the illustrations?
I use Photoshop along with some scanned textures that I’ve collected over the years. In Photoshop I use the pen tool always for a clean edge.
Are you a big cereal fan? What's your breakfast of choice?
I must admit that I’m not a fan of eating most cereals but when I have had one I definitely choose a muesli over everything else that’s out there. Generally I skip breakfast and just have a coffee before I start work.
How did it feel to see your illustrations on supermarket shelves?
It was so wonderful! It was a bit of a surprise as I didn’t know when it was going to be released. I was doing my daily shop one day and then the Alpen packets caught my eye.
Which detail in the Alpen artwork are you most proud of?
It’s really difficult to pick a particular detail that I like the most. What I’m most proud of is being part of the team that brought this design to life, as I really do see it as teamwork. The vision that BrandOpus had from the start coupled with the wonderful new Alpen logotype design makes for a wonderful visual.
Do you have a personal connection to the Alps or mountain landscapes?
Not as such but I’ve always loved the Alps, from skiing as a kid in Austria to passing through the Alps when visiting Italy. When I lived it Dijon, Mont Blanc was visible on a clear day. But that’s about as close as I get.
Which cereal would you like to take on next?
I think that Alpen was the perfect brand for me to work on. The visuals connected to the brand were exactly what I love to draw.
I remember back in the 80’s when I was little, one cereal brand (I forget which, it may have been Shreddies) used to have illustrated dioramas on the back of the packet that you could cut out and recreate different cardboard historical scenes. They were great! I think they were in fact a big influence even now on my visual style as I think of them often. I think they should bring those back and I’d love to illustrate one!
