Derrick Lin


Designed by The Kitchen Collaborative, United States.

In rebranding the Pacific Bird wild bird food and treats line, our biggest challenge was getting past the “icky” perception of the product – which was essentially bugs. Our solution balanced the beauty of birds and nature with bold, honest representations of the dried worms, crickets, and caterpillars inside the cans. Stylized branches with matching birds told the story of beauty and created a color system for fast recognition on the shelf. Clean, bold typography was playfully woven with real photography of bugs for visual wit. Clever copy points such as “100% Nutritious. Delicious. Bugs.™” supported the design for a tongue-in-cheek sense of humor.

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