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.