Kriket – Brand identity

From yuck to yummy: the story of building a circular brand

Kriket believes in the potential of crickets in moving towards a sustainable food system. As do we. To enable the expansion of Kriket's current offering, VanBerlo and Kriket partnered up to explore new ways to tell the Kriket story and make more people fall in love with their products and their brand.

The result is a new visual identity and tone of voice, which allows for flexibility as well as new products to be added to the range over time. The first product to hit the market is the Kriket granola, for which we designed the packaging according to the new 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.