Reckless is more than a streetwear brand — it’s a cultural space for youth who feel disconnected from their surroundings, family, or society. It offers a sense of belonging through garments and lifestyle products that express real feelings, start honest conversations, and spark change.
The Challenge
Launch Reckless’ first household lifestyle product — Cereal — in a way that goes beyond breakfast. The product needed to open conversations between generations and highlight the invisible weight of unpaid domestic labor, especially the emotional and physical load carried by mothers.
The Product
This wasn’t just cereal. This was a protest from the kitchen table.
The Reckless Cereal Box featured bold, thought-provoking messages, statistics, and questions meant to challenge traditional gender roles at home. Designed to be placed front and center — it served as a banner, a conversation starter, a silent rebellion.
Target Audience
- Gen Z & Gen Alpha (13–21)
- Their Parents (30–55)
Key Insight
Domestic roles are passed down without question. Daughters are raised to silently carry the load. Sons to silently watch. To change this, we must start where the cycle begins — at home.
Key Message
It Starts at Home.
Tone
Fun, bold, and never preachy — designed to speak the language of the youth while still hitting hard truths.
KPI Goals
- 10,000 boxes sold
- 2 million campaign reach
- 300,000 website visitors
- 3,000+ workshop participants
- 10,000 campaign shares