Agency: Onfire Design
Creative Director: Matt Grantham
Design: Matt Grantham
Design: Michael Nicholls
Location: New Zealand
Project Type: Produced
Client: Eat Savoury Snacking
Product Launch Location: New Zealand
Packaging Contents: Food
Packaging Substrate / Materials: Plastic pouch
Printing Process: Flexography

No one should feel guilty about snacking, far from it. The team at EAT… are on a mission to prove that there are delicious options beyond the usual suspects of savoury snacks. Taking small and naturally good chickpeas, broad beans and corn kernels, toasting them, then adding a pinch of seasoning, they created small morsels of satisfaction that are big on crunch.

The name and brandmark are inspired by the eternal ‘what to snack on?’ moment that hits every day; the simple premise of the word ‘Eat’ combined with ellipses captures the thinking moment – the pause before deciding. Aimed primarily at savvy millennials and Gen X’ers with an appetite for new healthy ways of snacking, we took our design inspiration from the product premise – small in size, big in crunch. A bright and positive colour palette with oversized typography combines for an overly positive and bright personality while disrupting shelves.