Sep 14, 2016 • By

Pumpkin Spice Cheerios is in the Chase

We’re cheering extra loud for Cheerios driver Austin Dillon as he begins the Chase for the NASCAR Sprint Cup this weekend. As a longtime NASCAR sponsor and partner of Richard Childress Racing (RCR), we’ve enjoyed seeing Dillon have his best year on the Sprint Cup track.

When the Chase continues in another week, on September 25, there will be a special look to his No. 3 car.

We’re excited to reveal that design now. It’s Pumpkin Spice Cheerios.


Looks like the cereal box, doesn’t it?

That’s intentional, says PJ Brassard, the graphic artist at RCR who created it.

“They basically said, ‘Have fun with it.’ So I took some of those elements from the box and made them fit on a race car,” he says. “Once I saw the box, I had a good idea of how I wanted the car to look … I think it turned out real nice.”

We do too, PJ.

In the design, you can see the Cheerios, a pumpkin and cinnamon sticks from the cereal box. It also has a similar color scheme and wood grain background.

Fall is fast approaching so it’s the perfect time for NASCAR fans to see the design. Pumpkin Spice Cheerios is receiving a lot of interest on social media right now as it has started appearing on store shelves. It’s a limited-edition flavor, made with pumpkin puree.


Brassard told me it took him several hours, from the initial concept of the design to preparing the images for review, and then to print the car’s “wrap.” (You can learn about the installation of the wrap, here).

You can hear him talk about the design process in this audio clip.

Brassard has been designing for RCR since 2011. He says he primarily uses Adobe Illustrator and Photoshop in that daily design work.

He also designed Dillon’s Cheerios Protein car for a race in 2014 (You can see that, here).


This year, he estimates Dillon’s No. 3 has had at least 15 different looks, whether it was a full specialty design like Pumpkin Spice Cheerios or just a small tweak to a car’s quarter panel.

The Pumpkin Spice Cheerios look for Dillon for the upcoming New Hampshire weekend also will be featured on the fire suit he’ll wear for the practices and the race.


With Dillon in the Chase, as one of the top 16 drivers competing for the Sprint Cup, Brassard’s design work for Pumpkin Spice Cheerios will get plenty of attention at the track and on television. Of course, Brassard will be watching, too.

“I love seeing the designs on the track, and saying ‘There it is!'” he says. “It’s not every day that a graphic artist can say ‘My stuff is seen at on a national level,’ so it’s something to take a lot of pride in.”

Dillon has represented Cheerios in the No. 3 since 2014. This year, he’s had four top-five finishes and 10 top-10’s in his third full season at the Sprint Cup level for RCR.


The Chase is NASCAR’s 10-race elimination format in its Sprint Cup Series that starts this Sunday in Chicago. The New Hampshire race will be the second race in the first round. Based on their performance over the next three weeks, the 16-driver Chase field will be cut down to 12. After that, the next round cuts the field to eight, then four, until the 2016 champion is named on November 20 in Miami.

Join us in cheering for the No. 3 throughout the 2016 Chase, and at the New Hampshire race on September 25 with its Pumpkin Spice Cheerios design.

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