Crunchits and Earthling Studio Challenge Snack Norms with Bold Branding

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 hard