Product innovation and new packaging formats meant they’d quickly outgrown their original verbal and visual identity. To pave the way for the next stage of growth, they needed to evolve their brand system while honing in on a unifying Big Idea. Our task was to find this single, all encompassing central strategy that would serve as a larger and more robust platform for portfolio extension. At the same time, we needed to sharpen their story of far-out flavour and natural nourishment; two things that have traditionally been depicted as enemies by the category, but with HIPPEAS they live together in perfect harmony.
Stick it to the man
Snacking is one of life’s simple pleasures. The taste. The crunch. The temporary respite from hunger, boredom and low-mood. A cheeky but rewarding break from the fractured rhythms of modern life. It’s something we all indulge in.
But snacking currently exists in a blinkered, deceptive headspace. Pretending to be naive and consequence-free, it’s a category that intentionally plays on our desire for an occasional release. It exploits the time when our logical defences are down. It can be extreme, regressive, even dangerous.
For decades, snacking has established an accepted narrative: ‘snacking isn’t good for you – but that’s okay. After all, what harm can 30 grams do?’ Well, when it’s monocropped, over-processed, cut with nasty chemical additives and harmful to the environment… actually quite a lot.
The ingredients of this destructive recipe fit a certain agenda and business model – in the pursuit of profit, addictive low-cost junk reigns supreme. If that comes at the expense of people and the planet, then so be it. It’s a system where even ‘better for you’ options are really the best of the worst. Sure, the big players taste exciting – or at least they seem to – but that’s only because they’re packed with freaky franken-foods that are almost impossible to match naturally.
But revolution is in the air. With the world and our health at stake, the time has come to question authority; to challenge the system; to stick it to the man. What if a snack could taste good, be good and do good?
The revolution will be snackisfied
As a category, snacking plays on fun, happiness, satisfaction and nostalgia. By its very nature, it brings joy and a juvenile simplicity to everyday life. While we certainly didn’t want to change that, we did want to start having a more mature, grown up conversation about what snacking should be, and why it doesn’t have to be unhealthy.
Inherently, we wanted to change people’s snacking consciousness. A big challenge when faced against the might and millions of the corporate machines, but a cause that HIPPEAS were born to fight for.
As well as identifying and assessing the distinctiveness of elements like the name, logo, and packaging components, our process allowed us to create a richer Big Idea that could become the strategic springboard for any future product and brand expansion. A new verbal identity, including tone of voice, was developed alongside values and guiding principles, all ready to feed into upcoming campaign work.