Juice infused with crickets - Visual identity

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A visual identity for juice infused with crickets

This was my final MA project from KADK - in cooperation with Insekt KBH, a Copenhagen startup who makes juice infused with crickets. They call it ‘Femten Fårekyllinger’ which means ‘Fifteen Crickets’ in english, because of its content: 15 crickets.

Edible insects has become a novel food category that has gained a lot of attention in the recent years and it poses a sustainable, nutritious alternative to the rising demand of food. But how do you make edible insects appealing, when it is inherently perceived as something that’s disgusting?

CASE

I set forth the task for to develop a new brand and direction for the juice, to not only focus on the environmental benefits but aim for a more appealing and fun expression.

PROCESS

• Collaborative workshops to define the brand, target groups and problem areas.

• User interviews with potential users to identify their needs, pans and interests.

• Interviews with business owners who sell sustainable products to uncover additional user behaviour and business trends.

• Research to map existing brands and trends in both the juice industry and novel foods industry.

• Visual exploration to transform the brands visual language.

• Develop a microsite which contains a webshop, information as well as a social media platform.

PRODUCT

• Brand research, strategy and visual identity.

• Redesigned juice labels.

• Design and implementation of website.

• Visual assets for social media platforms.

“The project is based on extensive theoretical research of product and brand design, as well as practical surveys and mapping of consumer attitudes and behaviour. The design takes into account the strong cultural barriers surrounding a product of this kind; In this case, edible insects. In its entirety, the final result radiates a well-thought-out balance between "niche" and "mainstream", which is otherwise very difficult to achieve.”

- Philip Price, founder.