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Creative Direction
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A playful visual identity built to make healthy snacking feel less serious. Designed to feel loud, playful, and impossible to ignore.
Industry
Food & Beverage
Year
2026
2026
Services
Branding
Creative Direction
Packaging Design
Visual Identity
Info
A playful visual identity built to make healthy snacking feel less serious. Designed to feel loud, playful, and impossible to ignore.
Making healthy snacking loud.
Making healthy snacking loud.
Making healthy snacking loud.
Clutch makes freeze-dried broccoli and zucchini crisps. We built a bold, playful identity for it, from the packs and mascots to campaign imagery, merch and the website.
Clutch makes freeze-dried broccoli and zucchini crisps. We built a bold, playful identity for it, from the packs and mascots to campaign imagery, merch and the website.
Clutch makes freeze-dried broccoli and zucchini crisps. We built a bold, playful identity for it, from the packs and mascots to campaign imagery, merch and the website.
The brief
The brief
The brief
Clutch wanted veggie crisps that compete with regular chips on fun, not just on health. Real food, ready when you are.
Clutch wanted veggie crisps that compete with regular chips on fun, not just on health. Real food, ready when you are.
Clutch wanted veggie crisps that compete with regular chips on fun, not just on health. Real food, ready when you are.
The brief was a full identity: logo, packaging for the broccoli and zucchini crisps, and a look that works across digital, social and merch.
The brief was a full identity: logo, packaging for the broccoli and zucchini crisps, and a look that works across digital, social and merch.
The brief was a full identity: logo, packaging for the broccoli and zucchini crisps, and a look that works across digital, social and merch.
The challenge
The challenge
The challenge
Healthy snacks usually look calm and earnest: pale colours, leaves and lots of white space. Clutch needed to feel as fun as junk food, so people reach for it because it looks good.
Healthy snacks usually look calm and earnest: pale colours, leaves and lots of white space. Clutch needed to feel as fun as junk food, so people reach for it because it looks good.
Healthy snacks usually look calm and earnest: pale colours, leaves and lots of white space. Clutch needed to feel as fun as junk food, so people reach for it because it looks good.
At the same time, the protein, fibre and all-natural message still had to be clear at a glance.
At the same time, the protein, fibre and all-natural message still had to be clear at a glance.
At the same time, the protein, fibre and all-natural message still had to be clear at a glance.
Our approach
Our approach
Our approach
We gave the vegetables a personality, and let them carry the whole brand.
We gave the vegetables a personality, and let them carry the whole brand.
We gave the vegetables a personality, and let them carry the whole brand.
Packs with personality
Packs with personality
Packs with personality
Each flavour got its own colour and a cartoon mascot: a broccoli in a sweatband, a zucchini in shades. The chunky logo, protein callouts and flavour band make the pack read from across the aisle.
Each flavour got its own colour and a cartoon mascot: a broccoli in a sweatband, a zucchini in shades. The chunky logo, protein callouts and flavour band make the pack read from across the aisle.
Each flavour got its own colour and a cartoon mascot: a broccoli in a sweatband, a zucchini in shades. The chunky logo, protein callouts and flavour band make the pack read from across the aisle.
The characters work just as well as stickers, pins and a shop sign.
The characters work just as well as stickers, pins and a shop sign.
The characters work just as well as stickers, pins and a shop sign.
Snacks for every moment
Snacks for every moment
Snacks for every moment
Campaign imagery puts Clutch wherever you’d normally reach for chips: at the cinema, on the sofa, with friends.
Campaign imagery puts Clutch wherever you’d normally reach for chips: at the cinema, in the car, on the sofa.
Campaign imagery puts Clutch wherever you’d normally reach for chips: at the cinema, in the car, on the sofa.
Merch and a website with the same energy
Merch and a website with the same energy
Merch and a website with the same energy
The brand carries onto hoodies, backpacks and tumblers, and onto a website built in the same bold, playful style.
The brand carries onto hoodies, backpacks and tumblers, and onto a website built in the same bold, playful style.
The brand carries onto hoodies, backpacks and tumblers, and onto a website built in the same bold, playful style.
Have a project like this?
Have a project like this?
Have a project like this?
Tell us what you’re building on a quick call.
Tell us what you’re building on a quick call.
Tell us what you’re building on a quick call.
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