Brand Strategy + Copywriting
2025
Creative Director - Stephen McDavid
Managing Partner - Tom Bruce
Senior Designer - Tom Mitchell
Junior Designer - Zita Nagy
Lettering - Rob Clarke
Press:
Design Week
Brand New
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. What are these things? Are they supposed to look like that?
So rather than try to give Crunchits a clean shave and put it in a suit, we decided to make Crunchits’ rugged appearance its whole personality. The approach represents a bold departure from a snacking category that increasingly feels puffed, posh, and perfectly symmetrical.
Based on the brand idea Rough Around The Edges, our verbal identity came to be defined by a down-to-earth tone of voice and messaging, including recurring themes of physicality and toughness. As they say right on the bag: “Eat ‘em by the fistful.”
Visually the brand leans into the promise of bold crunch with a new crocodile mascot, as well as giving the product name more prominence on pack than the parent company. And in true Crunchits style, the identity doesn’t shy away from the product’s appearance, with a big chunky cluster taking centre stage for which the croc circles as its prey. With black as the primary colour on pack, Earthling hoped to embody a feeling of masculinity that stands opposed to so many of today’s brightly coloured snack startups.
With this rebrand, Crunchits is positioned to become a classic snack for savoury snackers; a no-fuss option that’s healthier than crisps and more badass than whatever it is you’re chewing on right now.