The challenge for this project was to develop a product and
packaging concept that encourages and introduces a more
environmentally-conscious lifestyle to the American public. The
ultimate outcome of this endeavor is Ento, an insect snack brand
that seeks to promote insects as a sustainable and delectable
alternative source of protein.
Project Goals
Fun and Engaging
Being a novel product, Ento aims to evoke the feeling of fun and
discovery in its branding and packaging.
Flavorful Experience
Ento messaging and visual concept focus on and highlight the
wonderful flavor and texture of these snack.
Environmentally Awared
Ento also bring to the forefront the environmental benefits of
eating insect to educate the general public about the world of
insect-eating.
The journey
Low-level System
The logo mark is designed to evoke quirkiness and boldness, thus
utilizing a strong bold sans-serif with some fun tweaks.
The colors are chosen deliberately to suggest fun and personality,
inviting the audience to try something new
The typography system use the Epilogue family for its legibility
and fun grotesk letter-form that add some personality.
Graphic System
Ento feature edible bug: not the most appetizing thing for a food
product, so I went with a different direction for the graphic
system.
Focusing on the experience of eating insect, the graphic system
utilizes geometric forms that represent the different flavors of
an insect.
These form come together to form an insect-like shape that evoke
fun and invite the audience to try these delicious snack out.
Packaging Experience
The packaging is restricted to a 4'x4' box that contained 4
different flavor of an insect, in this case it's the cricket.
The box has an engaging experience that create a color-pop when
you open it, with a wing-like openning mechanism.
Designed to evoke the sensastions of eating these insect snack,
the graphic and typography come together to suggest a flavorful
experience
The graphic system is also wrapper around the packaging to create
an interesting 3-dimensional experience, and the typography is
blended with geometric shapes that suggest the flavor within.
The system can also extend to beyond the product and onto
marketing materials. Notice the focus of the copy on the
environmental impact and especially the flavorful experience of
these insect snack.
The Conclusion
The project managed to create a fun, engaging and interactive brand
experience from packaging to marketing that focus on the environment
and dispelling the taboo against eating insects.