Crunchits, a high-protein savory snack launched in 2022, has introduced a new logo, identity, and packaging designed by London’s Earthling Studio. Produced by The Savourists, a 2019 company focused on reshaping the healthy snacking scene, Crunchits offers plant-based snacks packed with protein and fiber, with no added sugar, and fully compliant with HFSS standards. It’s become a go-to for health-conscious snack lovers thanks to bold flavors like Fiery Chili and Sticky Teriyaki.
The rebranding aims to help the product stand out in the crowded snack market. At the heart of this new look is a quirky crocodile mascot, a visual icon, and a fun nod to the snack’s signature crunch. The crocodile wraps around the letter “C” in the logo, its sharp teeth (with a cheeky gold one) hinting at the brand’s bold, edgy character. It’s playful, a little wild, and full of personality just like the snacks.
Previously, the packaging leaned toward a minimal style with oversized flavor names, which left little room for a strong, recognizable logo. The new design flips that around, introducing a structured, versatile logo that works across everything from snack bags to digital platforms.
The custom typeface is bold and rugged, with hand-drawn vibes that add energy and movement. The letters aren’t perfectly polished; they have jagged edges and unexpected curves, especially in the exaggerated “R” and the sharp points on the “N” and “H.” This raw, dynamic feel pairs perfectly with the crocodile mascot, reinforcing the brand’s bold, no-rules attitude.
The color palette adds to the impact. Dominated by black, white, and punchy red, the design feels vibrant and intense. The black background makes the white text and red crocodile pop, giving the packaging a modern, confident edge that matches the snack’s bold flavors.
The crocodile steals the spotlight, placed front and center alongside the brand name. The logo curves around the mascot, creating a cohesive and energetic design. Textured graphic elements add a sense of crunch, mirroring the product’s texture and giving the packaging a tactile, engaging feel.
Each flavor gets bright color accents, making them easy to tell apart while keeping a consistent look across the range. These bold colors reflect the punchy, in-your-face flavors that define the brand. Plus, the packaging highlights key nutritional benefits like high protein content and calorie counts, so snackers can get the info they care about at a glance.
With this rebrand, Earthling Studio has helped Crunchits carve out a strong, distinctive identity in the snack aisle. The bold mascot, dynamic typography, and vibrant colors create a fun, edgy brand that’s impossible to miss and reflects its commitment to delivering crunchy, flavorful snacks packed with good-for-you ingredients.