Branding
Friday March 19, 2021 By David Quintanilla
Little Critters, Giant Mission. | Dieline


Small Giants, designed by Noon, was tasked with the large accountability of adjusting “yuck” to “yum” with regards to snacking on bugs. The design technique was to ‘make the bizarre, great,’ and with daring packaging and vibrant colours, the stigma of munching on crickets is coming to an abrupt finish. We won’t get sufficient of the just about Matisse-inspired cricket illustrations and coloration combos; this new planet-positive class is hopping with potential.


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The model previously referred to as Crické was based by 4 associates with a ardour for sustainability. Launching with a variety of connoisseur crackers made with cricket flour, the intention was to spark an thrilling meals revolution to assist shoppers do higher for themselves, and for the planet.

Why crickets? Crickets are tremendous sustainable, actually healthful and surprisingly scrumptious. In comparison with cattle, crickets are additionally 12x extra environment friendly to lift, have far fewer greenhouse emissions, use far much less water than chickpea manufacturing, and comprise far more protein than eggs. Crické requested us to reinvent them by means of a brand new title, new model positioning, and a brand new model identification.

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This was a problem with legs. Not solely have been we tasked with making a premium model for mainstream audiences, we additionally needed to smash an historical taboo. Though people have been consuming bugs for hundreds of years, bugs as snacks are new within the west. With so few opponents, this was – as well as – a scrumptious alternative to set the benchmark for a complete class.

We hopped to it, decided to create a model that was buzzing with ‘have a look at me’ confidence, and singing loud and proud concerning the merchandise’ dietary profile and sustainability credentials.

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‘Making the bizarre, great’ was our design technique. By way of a disruptively loud color palette, a daring persona and an orchestra of outsized crickets crammed onto packs, we turned the perceived weirdness of consuming bugs on its head. Oddly endearing, the cricket characters seem right here there and in every single place, making you bounce but additionally making you suppose by means of a witty, informative tone of voice.

The rebrand goes massive on weirdness, adjustments yuck to yum and positions Small Giants as highly effective changemakers – right here to shock, delight and encourage westerners to up their ‘sustainable snacking’ sport. The brand new identification can also be designed to flex simply throughout future NPD – tortilla chips made with mealworms, for instance.

Wanting each inch the ground-breaker, this planet-positive snack model is making large leaps in sustainable consuming, has set the benchmark for an revolutionary new class, and is right for supposed audiences starting from adventurous eaters to the health-conscious, together with flexitarians and others set on lowering their meat consumption.

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