~ Study task 2 - Design, thinking and development ~

For this study task we had to brand insects as food. They are usually considered gross and the kind of food you would only eat as a dare. The challenge is to create a brand identity that counteracts this and encourages people to eat them anyway.

My initial observation is that the insects are 'high in protein' this is something that appeals to fitness/gym goers so this is a perfect audience to target with the branding.

In terms of packaging fitness and protein products are often associated with large tubs of powder and flat packets. They are instant signifiers to the target audience and definitely something to consider within my branding. 

RED - the colour red has been scientifically proven to make people hungry, increase heart rate and excite people - making it a perfect choice for this branding.

I began brand identity experiments with illustrations based upon the appearance of the insects - in this case the crickets. 

From the initial experiments I created a logo that mimics the wings of a cricket, they also look like droplets (relevant to hydration, sweat and fitness). The name freak came from the idea that its un-ordinary and usually considered to be gross to eat insects - but if your a gym 'freak' and want to gain muscle then these are the perfect protein snacks. It appeals to the target audience well as its simple, minimal and clean looking - the clean and perfect appearance has to mirror the perfect bodily appearance the audience is aiming for - this lead to the decision to use Futura as its known for its perfect circles and framework around geometry. 

I then applied the red both solid and inverted for variations across various media. 

I mocked up what the packaging would look like. Its minimal, clean and simple and appeals to the target audience as it looks similar to protein powder but would come in small snack sized portions. The front of the packaging has a clear section cut out in the shape of the logo to allow the audience to see what is inside; its honest about the content whilst not being off putting and focusing overly on the fact its insects.

Overall I feel this is a successfull brand identity strategy as it takes away the negative connotations surrounding insects as food. It markets them as a fitness boosting snack that can have positive effects on the body. For a target audience known for drinking raw egg this product wouldn't seem too out of the ordinary and gross especially when branded to directly appeal to them.