Hoppy Planet Foods
Strategy • Messaging • Brand Identity
A snack brand transforming stigmatized Acheta (cricket) protein into delicious, family-friendly foods designed for everyday life.
The Challenge
Hoppy Planet Foods needed to introduce an unfamiliar protein source to a mainstream audience without fear, confusion, or hesitation.
The challenge was to communicate the nutritional benefits of Acheta protein while ensuring delicious flavor. We needed to stand apart from the overly serious, health-conscious, and organic brands filling the food space.
The Strategy
Make cricket protein feel culturally familiar before it becomes culturally accepted.
We positioned Hoppy Planet Foods as a joyful, transparent snack brand that embraces the cricket instead of hiding it—making this kind of protein feel like it’s been in the snack aisle for years.
The Work
Messaging
Positioned Hoppy Planet Foods as a first-of-its-kind snack brand focused on making insect protein accessible and enjoyable.
Strategy
Developed the tagline “The Better Chirpin’ Choice,” and the descriptor “Cricket Protein Snacks” for messaging centered on transparency and everyday nutrition.
Identity
Designed a bold and approachable identity system that creates a family-friend brand personality while removing the stigma surrounding cricket protein.
