Snax
Brand Concept
Brand Concept
Snax is a concept and launch campaign for a nut-free snack and dessert brand targeted to young adults with severe nut allergies. With a bold, vibrant brand identity and variety of products, Snax aims to provide a fun and engaging brand to help people with severe allergies indulge their cravings without fear.
This project was intended to fill an unmet but often overlooked need, and effect a different kind of positive change in a fun and engaging way. Living with severe food allergies means being extremely careful with the foods you buy and can greatly limit your options when shopping. This is especially true when it comes to foods like snacks, candy and desserts - most allergy-free brands in this field are either targeted specifically to children, potentially alienating teens and young adults looking for safe options, or feel limited.
Concept Development
To create a unique and engaging brand identity, I needed to strike a balance between friendliness, vibrancy, and impact. Carefully considering the brand's design system to ensure its values were reflected in the design was key to making the brand appealing to the target audience. To this end I developed a modular geometric logo and based the general concept off of geometric forms to make it feel consistent, yet bold and striking. I experimented heavily with various patterns and abstract illustrations in order to develop something that felt friendly yet impactful and moved away from the juvenile, dated designs of similar brands.
Brand Collateral
As a brand Snax needed to feel fleshed-out and authentic, so I developed packaging and brand touchpoints as well as a combined web, social media, and print launch campaign using a unified visual language and message. The launch campaign also gave me an opportunity to integrate a stylized, close-cropped photography style that tied into the patterns and colors for a unified look.
Using these elements together in a considered way helped move Snax away from juvenile, child-friendly branding for something more sophisticated but still vibrant overall. The brand’s core values of fun and safety still shine through, but the brand doesn’t feel patronizing or targeted to children.
Project Takeaways
Ultimately, Snax served as an opportunity to address an issue that, while not as extreme or severe as other social causes, still affects millions of people. Creating a fun, friendly brand that directly addresses an unmet need and brings joy into people’s lives can be highly valuable, both as a product and as a design exercise. Designing for good can take many forms, and projects don’t necessarily have to change the world to impact others and create positive change.
