HIPPEAS GROOVY BRAND WORLD
- Identity Design
- Packaging Design
FEATURED IN
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Dieline
Design Week
Hippeas already had a personality to be proud of. Full of pea power and hippie vibes, they needed a look that could convince new recruits to give peas a chance.
Back in 2016, Hippeas joined the snack scene armed with better-for-you claims and naturally good ingredients. Fast forward a few years, and the world has caught up. Today, healthy snacks are everywhere and claims of ‘natural ingredients’ are the norm.
But there’s one thing Hippeas’ competitors don’t have. Tiny, mighty, tasty, eco-warriors – otherwise known as chickpeas. We saw an opportunity to spotlight their key ingredient to attract new audiences with a world packed full of peas and love.
PACKED WITH PURPOSE
Hippeas packs needed to work harder to clearly communicate the brand’s key benefits while bringing their playful spirit to life. Striking a balance between differentiating each flavour and unifying the designs, we set out to make sure Hippeas’ packs would leave a lasting impression.
And with Gen Z firmly crowned as the undisputed snack champions, we wanted to tap into this audience’s love of nostalgia and personality, without overlooking Hippeas’ existing fanbase.
POWER TO THE PEA
Hippie culture today isn’t just tie-dye and flower crowns. It’s evolved into something healthier, more playful and lifestyle-driven, and Hippeas needed to reflect that shift.
Our research showed the brand lacked distinctive assets, so we took the chance to create a suite of elements that were unmistakably Hippeas.
Refreshing the logo, unifying the pack designs, and amplifying the brand’s smile, we put their personality front and centre, so it became impossible to miss – drawing up a smile you can spot from across the snack aisle.
By turning the humble chickpea into a lovable mascot, we gave the brand a face, literally. ‘Peabody’ brought warmth, charm, and instant recognition, popping up across channels to make Hippeas feel more joyful and fun.
SNACKS WITH SOUL
The art direction centred on making the product itself the hero of the pack, including warm, sunny lighting that felt optimistic and on-brand, and product texture that brought the flavour dust to life in a genuinely mouthwatering way.
We also developed distinct flavour cues for each SKU to help consumers navigate an expanding product range and dial up taste appeal at the moment of purchase. The result is photography that finally does these tasty snacks justice, and a free-spirited world of snacking, baked with purpose (and peas).
