The Dieline Awards 2017: Hippeas: Give Peas a Chance

These organic chickpea puffs are on a mission to shake things up, changing things for the better, one puff at a time. Hippeas was built from the ground up – packs, personality, purpose and all – capturing the spirit of an era and making it relevant for today’s modern hippies. 

Every touch-point became an opportunity to spread the good vibes. And their partnership with Farm Africa became a chance to give back. Launched in June 2016, Hippeas have already set up camp in over 18,500 stores worldwide… and they’re just getting started. Being good, doesn’t need to be bland, man.

jkr developed an ambitious brand personality for HIPPEAS, taking inspiration from the spirit of the original hippie era and updating it for a modern audience. The visual identity embraces simple yet striking design cues that will make the brand stand out on shelf, online and in consumers’ minds.

The pack design features a ‘HIPPEA face’ backed by a bold yellow, with the face’s eye subtly referencing a chickpea, helping create a smile in the mind. The face is completed with a different coloured tongue for each of the four flavour variants: Sweet & Smokin’, Pepper Power, Far Out Fajita and In Herbs We Trust. 

The brand language and tone of voice jkr created for HIPPEAS strikes a balance between the socially-conscious ethos of the hippie movement and an irreverent humour that will appeal to today’s savvy consumer market. Stephen McDavid, Design Director at jkr, adds: “We were very clear from the start that we wanted to create a mainstream snacking brand, rather than limiting HIPPEAS to the challenger market. As the brand name alone unlocks such a rich visual language in the mind, we wanted to avoid the clichés of the hippie era and create something charismatic and relevant for both today and the future. For a brand to be big, it needs to be brave and confident, and our design reflects that sense of ambition and aspiration.” 

Grown organically to USDA-certified standards, chickpeas are combined with whole rice, sunflower oil and natural flavourings. HIPPEAS are gluten-free, vegan, low in fat and high in protein and fibre.

Designed By: jones knowles ritchieClient: Green Park Holdings Inc.Design Director: Stephen McDavidDesigner: Ashley KillenCopywriter: Christopher SharpeSenior Account Manager: Francine Warren-EvansBrand Strategist: Alina PirvuProduction Assistant: Amy Grimes Head of Film & Motion: Daniel Kennington Global Marketing Director: Matt ParkesMarketing Manager: Amy MawLocation: London, UK