Rebranding a food for the future

Crunchy Critters

The client

Established in 2011, Crunchy Critters is the longest established edible insect brand in the UK.

The brief

When we first spoke to Crunchy Critters, the brand faced a strategic decision going forward.

Traditionally, the consumer profile for edible insects in the UK has comprised those looking to eat them as a dare, and those trying them as part of an educational project.

With growing concerns over the environmental impact of farming livestock, and an increased interest in alternative protein sources, retailers, restaurateurs and consumers are starting to take a second look at insects as a serious food of the future.

The founders had to decide whether to continue to pursue only this traditional customer profile, or also target those more interested in insects because of their nutritional benefits or positive environmental credentials. They chose the latter.

What we delivered

We worked with Crunchy Critters on a strategic repositioning of the brand – naming architecture, tone of voice, logo development and packaging design.

We developed a fresh brand identity pitched somewhere between serious and fun; we wanted the honesty of showing an insect in the identity itself, but we softened it by using a simple line illustration style. This illustration style has become a distinctive and flexible asset which we’ve used as we have applied the branding across other materials and channels.

As eating insets is still an alien concept to most – significant barriers to trial remain – we added ‘established in 2011’ in the logo lock-up to reassure consumers.

Designing the packaging, we used a bright colour palette with big, bold and straight-talking product names, underpinned by facts communicating the benefits of eating insects.

The tone of voice we developed is honest and straight-up, which goes through to the product names themselves: we didn’t try to mask the fact that these products are based on insects. By tackling the ‘ick factor’ head on, we hope to change consumer attitudes in the longer term.

What the client said

“Sherlock totally smashed the brief, to deliver a striking, engaging – and most importantly, appropriate – branding solution with knock-out pack designs. The team’s extensive knowledge of the food & drink sector really shone through and they went above and beyond in delivering the project.” said Nick Cooper, Founding Director of Crunchy Critters

Media coverage

We were successful in securing coverage across key food, design & packaging trade media who recognised the importance of – and strategic thought behind – the relaunch. You can click on the media titles below to read the articles they published about Crunchy Critters.

The Grocer

Fine Food Digest

Natural Products News

Creative Review


Packaging News

We were also thrilled with trend forecasters, The Future Laboratory’s critical analysis of our design:

“Sherlock Studio has created a new visual identity for Crunchy Critters, presenting the unusual insect-based treats in a playful and tasteful way.”


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  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

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