exobite
Ant Protein Chips
Overview
exobite, a USDA-approved brand specializing in ant-based tortilla chips, is tailored for active individuals and athletes seeking a healthier protein option to enhance performance.
Insight
While consuming insects may evoke discomfort for some, these creatures offer a nutritious and environmentally friendly alternative to traditional options like beef and fish. Insects boast high-quality protein, healthy fats, and essential minerals such as calcium, iron, and zinc. Among edible insect varieties, ants, in particular, emerge as a sustainable source of premium protein, potentially benefiting heart health and reducing oxidative stress. Notably, bugs as a food source emit only 25% of the greenhouse gases compared to traditional livestock.
Brand Concept
Aligned with the strategic goal of normalizing insect consumption, exobite's design leverages the concept of 'jamais vu'—a mix of the familiar and the unfamiliar. To encourage an unbiased experience, the packaging and advertisements intentionally exclude images of ants, positioning exobite as a conventional tortilla chip brand at first glance. However, deeper engagement with the product and advertisements will uncover its unique identity as an ant-based snack. Subtle design elements related to ants, such as the two lines at the top of the 'e' in the logo, mimic ants' antennae and are integrated throughout the branding. These elements are designed to subtly hint at the main ingredient, ants, cultivating a sense of discovery and intrigue, and blending the concept of familiarity with unfamiliarity.
Industry
Food & Drink
Advertising, Art Direction, Audience Research, Branding, Copywriting, Creative Strategy, Logo Design, Packaging Design, Prototyping, Website Design
Role
Advertising Strategy
The core objective of this campaign is to position exobite tortilla chips as a health-conscious protein alternative within the market. The focus is on its distinctive value proposition—delivering a power-packed boost with high-protein content from nature, using ant-derived ingredients. Drawing inspiration from ants, known for carrying loads 10-50 times their body weight, the advertisements feature individuals or chip bags effortlessly handling heavy objects. The carefully crafted tagline 'Unlock Your...' is designed to resonate with athletes and fitness enthusiasts, encouraging them to maximize their potential through the consumption of exobite tortilla chips.
Packaging Design for the exobite
Building on the concept, the packaging features a black color filled with a vibrant color in between, reflecting the chip's flavor. This design is inspired by the intricate tunnels of ant farms, subtly evoking the essence of ants without directly depicting them. Additionally, the range of tortilla chip flavors, which mixes traditional options such as salt and lime with twists like guacamole and salsa, reinforces the brand's commitment to offering both comfort and discovery.
