Snackers come in all shapes and sizes, but it can be hard to find something to munch on that doesn’t shy away from being badass without being so bad for you.

London-based Crunchits recently tasked Earthling Studio with a refresh of its brand identity to communicate its devotion to being “Savourists.” What is a savourist? By the looks of Crunchits, they’re bold snackers who seek more crunch and flavor instead of popular qualities in the better-for-you space like “delicate flavor, light and crisp, slow baked, or guilt-free.”