UK – Sherlock Studio has created a new visual identity for Crunchy Critters, presenting the unusual insect-based treats in a playful and tasteful way.

With products that combine ingredients such as worms and crickets with more familiar flavours like dried beans and smoked paprika, the snack brand has been trying to reposition its offering to attract a wider consumer base.

Its updated aesthetic replaces the previously transparent and unmediated packaging designs, using pop colours and a sans serif typeface to give a grab-and-go look. Richard Ford, strategy director at Sherlock Studio, explained: ‘We didn’t try to mask the fact that these products are based on insects. By tackling the ‘ick factor’ head on, we hope the brand will play its part in changing consumer attitudes in the longer term.’

Crunchy Critters is one of many food brands innovating to offer experimental designs and flavours, like Future Chocolate, which imagines how edible insects could enhance the chocolate experience.

American shoppers are increasingly making purchases from direct-to-consumer brands, with 40% having done so in the past year, according to a survey by communications agency Diffusion. In this group, 14% said they had bought between 1% and 19% of all of their products from DTC brands.

Purchases made in this way were especially prominent in the health and beauty sector, with 35% of transactions being DTC. Meanwhile, 34% of apparel and 26% of technology and gadget purchases were DTC. Many customers considered cost (48%) as a leading reason for choosing non-traditional retail, as well as the appeal of fast, free shipping and easy returns (43%).

As consumers increasingly shift their habits away from traditional buying, a crop of third-party platforms are offering new ways to filter through the growing number of digital brands. For more, read our DTC Directories microtrend.