The Brand formerly known as Crické was founded by four friends with a passion for sustainability. Launching with a range of gourmet crackers made with cricket flour, the aim was to spark an exciting food revolution to help consumers do better for themselves, and for the planet.
Why crickets? Crickets are super sustainable, truly wholesome and surprisingly delicious. Compared to cattle, crickets are also 12x more efficient to raise, have far fewer greenhouse emissions, use far less water than chickpea production, and contain way more protein than eggs. Crické asked us to reinvent them by way of a new name, new brand positioning, and a new brand identity.
This was a challenge with legs. Not only were Midday tasked with creating a premium brand for mainstream audiences, we also had to smash an ancient taboo. Although humans have been eating insects for centuries, insects as snacks are new in the west. With so few competitors, this was – in addition – a delicious opportunity to set the benchmark for an entire category.
We hopped to it, determined to create a brand that was buzzing with ‘look at me’ confidence, and singing loud and proud about the products’ nutritional profile and sustainability credentials.
‘Making the weird, wonderful’ was our design strategy. Through a disruptively loud colour palette, a bold personality and an orchestra of oversized crickets crammed onto packs, we turned the perceived weirdness of eating bugs on its head. Oddly endearing, the cricket characters appear here there and everywhere, making you jump but also making you think by way of a witty, informative tone of voice.
The rebrand goes big on weirdness, changes yuck to yum and positions Small Giants as powerful changemakers – here to surprise, delight and encourage westerners to up their ‘sustainable snacking’ game. The new identity is also designed to flex easily across future NPD – tortilla chips made with mealworms, for example.
Looking every inch the ground-breaker, this planet-positive snack brand is making giant leaps in sustainable eating, has set the benchmark for an innovative new category, and is ideal for intended audiences ranging from adventurous eaters to the health-conscious, including flexitarians and others set on reducing their meat intake. If you like your snacks a little unusual and a lot sustainable, we give you Small Giants.
“The upcoming decade is expected to witness an unprecedented transition from traditional meat-based protein to a wider range of alternatives. This is led by a stronger awareness of the many problems for our health and the environment that are clearly linked with the overconsumption of traditional animal-based products. Insects are among the most promising alternatives, offering huge advantages both in terms of nutritional values and sustainability. At Small Giants, we aim at sparking a movement for an entirely new way of healthy snacking and to open consumers’ minds to the benefits of edible insects.” Francesco Majno Co-founder
“The strategic process was a revelation to us, instead of hundreds of words, Midday showed us how to sum up everything in three words.” Francesco Majno Co-founder.
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