This unusual beverage design project involved overcoming any phobias about creepy crawlies and embracing the idea of insects as a food source. 

Friends Shami and Neil are the genius founders behind the Eat Grub brand – determined to encourage the UK and Europe to do the same.  The energetic duo engaged Mystery to help evolve their existing brand identity and packaging design and take the brand to the next level.

While eating protein-rich critters in other countries around the world is commonplace, the western world has yet to really catch on to this sustainable, eco-friendly and nutritious omega-rich food source. 

The studio was a hive of activity in the creation of new identity and packaging for Eat Grub’s new products, which included new Ready to Cook Grubs, protein rich Natural Energy Bars, flavoured Crunchy Roasted Crickets and Cricket Protein Powder. 

Undertaking our own brand review and positioning workshop, we established the brand’s archetype as The Explorer, with perhaps a little bit of The Rebel thrown in. 

Bold and adventurous, Eat Grub’s DNA is all about breaking boundaries, experiencing new and different ways to create a sustainable, innovative, healthy food source. With a conscious belief that insects are the original superfood; a healthy, sustainable and above all tasty source of protein that has been overlooked or forgotten in the West, Eat Grub’s mission to break down the stigma attached to insects and put them back on people’s plates. 

The new Eat Grub logo is designed to convey the energy, creativity, forward-thinking and proactivity of the brand. Modern and engaging, the identity design is a nod to the shells and antennae of the clever crickets that provide the main source of Eat Grub’s insect protein. 

With contemporary and youthful design, the new packaging features clean lines, bold colours and geometric shapes that reflect the intricate patterns, markings and structure of cricket shells.  The packs stand out on shelf amongst other energy and protein snack bars, and will appeal to a younger, more adventurous and conscious audience.  

“It was fantastic working with Mystery and we are delighted with our brand new look! Our brief and what we do was particularly challenging (normalising the eating of insects!) but they understood what we needed to achieve from our brand refresh, and were passionate and enthusiastic in their approach. The team and, more importantly, our customers and retailers love the results.”

Shami Radia, Co-Founder, Eat Grub.