We Love The Playful Cricket Illustrations On Small Giants' Packaging
by Bill McCool on 10/19/2020 | 3 Minute Read
For the inner-disaster prepper and environmentalist in us all who understands that climate change is a genuinely real thing despite what some anti-science politicos will tell you, then you’re probably well aware that meat production is unsustainable and contributes to harmful greenhouse gas emissions and deforestation. Not only that, but to feed the 10 billion or so people we’ll have on Earth in 2050, we’re going to have to increase food production by 70% across the globe.
And that means utilizing alternative protein sources like the humble cricket. Of course, that might be too far a bridge to cross for some folks, even though many South American and African cultures have incorporated the tiny insect in their cuisine since time immemorial.
Brands like Small Giants, however, could be the perfect gateway snack to get more consumers on board with crickets.
Small Giants is betting big that this is the perfect way to experience eating insects for the first time, probably because you can’t actually see them when you take a bite. No cricket heads or antenna sticking out of the snacks here, as the crackers use a combination of cricket and wheat flour, and have bold, savory flavors like Tomato & Oregano, Turmeric & Paprika, and Rosemary & Thyme.
London-based creative studio Midday led Small Giants’ branding process, while illustrator Fernando Molina helped design the visual identity. What you get is a playful, vivid piece of packaging that makes the cricket the star of the show. Plenty of cricket brands leave the insect by the side of the road when it comes to their packaging. But this mildly psychedelic illustration with serious Yellow Submarine vibes puts them front and center, albeit in oversized clothing.
But that’s also likely an intentional choice. The brand’s name talks up the sustainable snack’s dietary bona fides, as Small Giants offers 22% complete protein, much more than your average run-of-the-mill treat. What’s more, you need fewer resources—i.e., land and water— to raise crickets for food, and they release 80 times less of the greenhouse gas methane than your average steer or dairy cow. Small Giant, indeed.
Most importantly, the brand doesn’t hit you over the head with the doom and gloom scenarios your dear writer just laid out for you earlier, meaning that they’re producing the kind of fun snack that can broaden a person’s horizons. Plus, if the branding and packaging can deliver something approachable that doesn’t douse the world in climate change flames, well, maybe they’ll sell their fair share of snacks.
So can the Western world make a little extra room on their plate for crickets? That’s the burning question for cricket snack brands like Small Giants. While consumers are looking to plant-based options instead of red meat, insect proteins might become one of the staples of our diet very soon. All it takes it might require is a tasty push.
And anyway, a roasted cricket by itself tastes like a nutty potato chip. They're delicious, and an awful lot better for you and the planet than a hunk of steak.