Chirrups Packaging

InsectiPro is on a mission to build a greener future, one insect at a time. One of their initiatives is Chirrups, an insect-based snack brand made from crickets, lovingly known as jijili in Western Kenya.

We were brought on to give this new product its visual identity through packaging that would catch the eye of urban consumers, while making one thing very clear: there are crickets in here.

For many urban consumers, insect-based snacks are still unfamiliar. We needed to make Chirrups feel approachable and exciting without hiding what made the product different in the first place.

The packaging had to catch attention, communicate that it was made from crickets, and still feel relevant to a younger, urban audience.

Rather than hide the cricket, we gave it a personality. We created playful cricket mascots with an energetic, urban character and made them central to the packaging. They became the visual ambassadors of the brand, helping turn an unfamiliar ingredient into something people could connect with.

From there, we looked at the visual language of the audience we wanted to reach—colour, movement, street culture, photography, illustration and local cultural references. We brought these elements together through vibrant colours, bold typography, dynamic compositions and cricket-inspired graphics.

The result was a packaging system that felt young, energetic and distinctly Chirrups, while making an unconventional source of protein feel a little more familiar.