Responses by Will Gladden, creative partner, Midday
Background: Humans have been eating insects for centuries—but not here in the West. Small Giants is smashing that taboo with gourmet cracker ranges baked with cricket flour. We were tasked create a standout brand for mainstream audiences.
Reasoning: “Making the weird, wonderful” was our design strategy. With a confident personality and an orchestra of oversized crickets, we turned the perception of eating bugs on its head. Our rebrand goes big on weirdness and changes yuk to yum. Every inch the groundbreaker, this planet-positive snack brand is making giant leaps in sustainable eating.
Challenges: Changing people’s perceptions of insects.
Visual influences: Bugs are extraordinary when you actually look at them. The unusual scale and the awkwardness of their limbs, the surprising color palettes and textures—all of their perceived weirdness fuelled the wonderful visuals of the brand. From the illustrations to the typographic treatment, bugs were our muse.
Time constraints: As with all innovations, speed is important. As insect eating becomes more talked about, brands will no doubt follow. So, we worked quickly to position Small Giants out in front.
Anything new: As the project shows, there are lots to learn when it comes to new foods. We learned about the pros of insect nutrition and overcame some of the team’s squeamishness.