Imagine that eating potato chips is good for you.
Imagine that they are a superfood that gives you lots of protein and dietary fiber, and lots of really good minerals.
Imagine that indulging in them fills you up in a nutritious way, makes you not hungry so that you stop eating when you should stop eating, and that eating them will satisfy you happily when you are too busy to eat lunch.
And imagine that, even though they are so nutritious, kids love them, that they prefer them to other empty calorie junk snacks. That means that moms love them too, because they know that their kids are eating the right amount of something good when they give them a snack, and that their kids will actually enjoy them!
You have just imagined our unique new savory snack product called “Crunchsters". Unlike other snacks, they are not made from potatoes, corn, rice, wheat, or any other “starch”, but from a nutritious, easy to digest whole plant protein called “mung beans”. They are not in chip form, but in crunchy little nuggets that are pourable from the bag, like sunflower seeds. (You have probably been eating mung beans all of your life, because they are what “bean sprouts” grow from.)
In fact, we actually do sprout the mung beans and then season them with five different delicious flavors, each one a gourmet step up from the standard potato chip flavors you know and love. Or should we say “loved”, because once you’ve tried Crunchsters, you may love them a lot more and leave the chips behind, like so many others have done. Fun to eat, so delicious, and so good for you. And…they need a logo.
The Crunchsters logo should compete with the logos for the other empty calorie snack foods that catch your eye in the visually noisy supermarket aisle. It would be nice if the new logo also expresses that organic Crunchsters are also real, nutritious food; that they are not only fun and indulgent, but also good for you. But being noticed in the snack aisle is the most important thing…
Kids and their moms are a very responsive market to Crunchsters, so it is OK if the logo is playful and bright, but not cartoonish. We are putting most initial marketing effort into getting the word about the benefits out to them. We would like the logo to be attractive to them.
We also want it to appeal to busy adults, and not only be thought of as a “kid’s snack” (busy adults have a playful side, too, or at least some of them do…). We will be doing a child specific packaging in a later project, which will possibly bring continued direct work to the chosen designer.