the project:
Crickets are packed with protein, super sustainable, and taste surprisingly delicious. Snack brand, Crické, cottoned onto this a while ago but their gourmet crackers – made from cricket flour – weren’t exactly flying off the shelves. A complete rebrand was in order. Working with Midday Studio, we got to work on a new brand identity with a new name and fresh outlook. The idea was to set the benchmark for an innovative new category, smash the taboo against eating insects (people have been munching on crickets for centuries – it’s nothing new), and spark an exciting food revolution to help snackers choose better for themselves, and for the planet.
‘Making the weird, wonderful’ was the strategy for Midday Studio’s multi-award-winning identity design. The witty tone of voice buzzes with ‘look at me’ confidence, and sings loud and proud about the nutrition and sustainability credentials. Alongside the disruptively loud colour palette and an orchestra of oversized crickets crammed onto packs, we turned the perceived weirdness of eating bugs right on its head. By changing yuck to yum, Small Giants now come across as the planet-positive change-makers they’ve always been, here to make giant leaps in sustainable snacking.
