Eat ‘Em By The Fistful

CRUNCHITS MAKES ITS RUGGED APPEARANCE ITS WHOLE PERSONALITY

Earthling Studio develops a new identity for Crunchits, a high-protein, low calorie snack brand by The Savourists.

The Savourists approached Earthling Studio to reimagine its flagship snack brand, Crunchits. With a lumpy appearance and made of edamame, black beans and rice, Crunchits had a comprehension problem.

Rather than try to give Crunchits a clean shave and put it in a suit, the Earthling team decided to wholly embrace the product’s distinctive shape, colour and texture in the brand’s external messaging and character. This approach represents a bold departure from a healthy snacking category that increasingly feels puffed, posh, and perfectly symmetrical. In the words of Earthling, “snacks you can hardly feel sitting in the palm of your hand.” Ultimately healthy snacking doesn’t need to be boring or worthy, it can be about big bold flavours and epic crunch. For snackers who want more, not less.

ROUGH AROUND THE EDGES

Crunchits may be one of the healthiest options in the snack aisle, but its health credentials are intentionally a secondary proposition within the brand experience. While it provides a good reason for people to come back to the brand, Crunchits believed it needed a more emotional and creative approach to spark trial and earn fans.

Based on the brand idea ‘Rough Around The Edges’, Crunchits’ verbal identity is defined by a rugged, down-to-earth tone of voice and messaging, including a recurring theme of physicality and toughness. As they say right on the bag: “Eat ‘em by the fistful.”