Kriket – Brand identity

Challenging perceptions

Throughout our process we quickly learned that triggering positive associations with crickets is key in making the products appeal to a larger audience. We distilled the elements that make a clear reference to the insect and humanized the cricket figure, leaving the ‘yuck’ far behind.

The Kriket brand and the people behind it are all about challenging perceptions and creating more healthy habits, while having fun at the same time. Mix and matching the Kriket colours provides endless opportunities for telling the Kriket story. The decal graphics provide information and statements about the product in a minimal and playful way. These elements can be used across a variety of media and touchpoints.

Let nothing go to waste

We strive for the highest standards in the product and its surrounding system. Therefore, we did a thorough assessment of packaging options for the Kriket granola, considering different circular business models, recycling infrastructure in target markets, consumer perception, and food safety.

In food packaging preservation and quality of the food are the highest priorities. Letting a crunchy yummy Kriket granola go to waste would be, well a waste! This means selected materials need to have the right barrier properties. We conducted in-house testing of some promising new bio-cycle materials, but the research showed that none of the promising technologies fulfill these requirements.

We came to the conclusion that, for now, the best fit for the Kriket granola is a locally sourced monomer polypropylene pouch. This solution ensures high food quality, uses less plastic compared to conventional plastic pouches, consists of one single material, and is fully recyclable.

End-of-life instructions are prominently featured on the design allowing the user to easily identify the type of material and put it where it belongs.

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Numbers Count

Without a doubt, Unilever is a giant when it comes to the numbers of consumers buying and using their brands around the world. We hit it off on the topic of fundamental sustainability principles and our joint ambition to enable circular business models through design.

The 4R’s: Fundamental Sustainable Principles to Real Life Contexts

To Set Up The Story The Vision

Consumers Know

Overflowing landfills, the oceans garbage patches, litter – packaging must change. And consumers are talking about it.
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Designed To Be Used And Loved By Millions

There is refill – and then there’s refill. Over one billion people use Unilever deodorant every day. Dove refillable celebrates what matters: its’ formulation. Its design represents an ambition to minimize material use. A unique and timeless pack, with an experience which users can enjoy time and time again.

Buy Once, Refill for Life

Whilst saving up to 54% of plastic compared to current packaging and up to 342.9 tons of virgin plastic by 2023

We Aim To Make Mistakes Faster Than Anyone Else

Distilled Down To It’s Fundamentals.

“Just A Bar Of Deodorant” Great ideas often come easy – our responsibility also lies in executing them. Every detail is designed to build a bond with its user. Bringing back quality and simplicity into the everyday

To Buy Less, But Better.


Engineered to Perfection

“It Even Sounds Perfect” from the twist and click slotting in a refill, to the secure seal when placing the cap. Quality is such that Dove is giving it a lifetime guarantee, transforming your routine with a product that lasts.

Withstand a force of nearly 900 pounds in weight. No. Really

Enticing in Every Sense

Our Commitment To The Future

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The gap between soap bars and liquid soap seemed to be colossal, both in terms of price and culture. We had to consider cultural behaviour and personal hygiene as well as the right price points and cost price to create something effective. This in the knowledge that the target audience doesn’t want to waste a drop of soap and is more willing to buy products that they can completely use up.

The only limit that exists is the one in your mind

We found out that lowering costs was the outcome (not the starting point) for making a difference. To achieve this we -for example- curved every surface of the bottle, so less material is needed. We designed the cap so that it can be easily squeezed without spilling,  turning it upside down to use the entire content to the last drop. We also reconsidered the labelling method so that it can be easily produced locally and thus promote employment. And we did all this without sacrificing the brand value that good hygiene must be accessible to everyone.

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