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InspirationGraphic Design

Midday's new identity for Small Giants makes insect snacking more appealing

London branding agency Midday is behind this bright and confident new identity for Small Giants, the insect snack brand formerly known as Crické founded by four friends with a passion for sustainability.

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Colourful Small Giants snack packets with bold graphics featuring oversized cartoon crickets, arranged in a flat lay display showing green, pink and yellow packaging designs

The original name was inspired by its initial range of gourmet crackers, made with cricket flour and with the aim to spark an exciting food revolution to help us do better for ourselves, and for the planet. Why crickets? Crickets are supposedly "super sustainable, truly wholesome and surprisingly delicious". And 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," according to Midday.

Crické approached Midday to reinvent its brand with a new name, new positioning, and new identity. "This was a challenge with legs," says Midday. "Not only were we 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 also a delicious opportunity to set the benchmark for an entire category."

Small Giants cracker bites packet featuring red crickets and white text on a coral pink background
Bold black lettering spelling "GIANT LEAFS" on an orange background with cream-coloured leaf shapes and small yellow cricket illustrations

"Making the weird, wonderful" was Midday's design strategy. Using a loud colour palette, a bold personality and an orchestra of oversized charming crickets crammed onto packs, the London firm has more than successfully turned the perceived weirdness of "eating bugs" on its head.

Midday itself admits the rebrand goes "big on weirdness" and changes "yuck to yum" with Small Giants as powerful changemakers – encouraging us all to think again about insect snack treats. The new identity is also designed to flex easily across future NPD – tortilla chips made with mealworms, as an example.

"The upcoming decade is expected to witness an unprecedented transition from traditional meat-based protein to a wider range of alternatives," adds Francesco Majno, co-founder of Small Giants. "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."

Colourful illustration of a stylised cricket with blue, red and yellow elements against a bright yellow background
Small Giants Cracker Bites packet on bright green background, featuring yellow and red illustrated cricket and white text describing the cricket flour snack
A man wearing a white t-shirt carries a navy blue tote bag featuring a colourful abstract design with green, red and yellow shapes, displayed next to a close-up of Small Giants' bright packaging with a stylised red cricket motif on blue, red and yellow ba
Vibrant coral background with cream "YUK TO YUM" text and illustrated blue and red stylised cricket graphic on the right
Small Giants cricket bites packet with blue cricket illustration and white text on yellow background
Small Giants yellow packaging with white text on a bright orange background, featuring the brand name and "insect-based snacking" tagline
Small Giants Cracker Bites packet on yellow background and illustrated character with blue head and red hands on green background, showing brand identity design
Small Giants insect snack packaging featuring yellow boxes and bags with bold orange and red text on an orange and yellow background, showcasing the brand's sustainability message and cricket cracker product range
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