brand positioning, branding, packaging design


Insect proteins are the future, but how do you get people to eat them today? An ambitious start-up turned to the Small Monsters for the solution.

Our answer was to develop an evolving brand: starting with a sports/performance approach, Naäk would build credibility in a niche market: triathletes. As the product became more known, and as insect protein became more accepted, the brand would slowly change, emphasizing the ingredients more and more.

The strategy worked, and Naäk is now established as a successful national brand with several new lines products and flavours launched.