JKR Creates ‘Hippie’ Identity for Chickpea Snack, HIPPEAS

JKR Creates ‘Hippie’ Identity for Chickpea Snack, HIPPEAS

Global brand design agency Jones Knowles Ritchie (JKR) has created the visual identity and packaging for HIPPEAS, an all-new range of organic chickpea puffs. The agency says it has been involved from the very start of the brand’s development, shaping its personality and tone of voice as well as creating its look.

Targeting the global snacks market, HIPPEAS’ founder, entrepreneur and head of Green Park Brands, Livio Bisterzo, approached JKR in 2015 with a name and product, and worked collaboratively with the agency to develop a look for the brand.

“The name and identity is geared towards a modern ‘hippie’ generation,” say the designers. “The brand language and tone of voice JKR created for HIPPEAS strikes a balance between the socially-conscious ethos of the hippie movement and an irreverent humour that will appeal to today’s savvy consumer market.”

The pack design features a ‘HIPPEA face’ backed by a strong yellow, with the face’s eye referencing a chickpea. The face is completed with a different coloured tongue for each of the four flavour variants, namely, Sweet & Smokin’, Pepper Power, Far Out Fajita and In Herbs We Trust.

“We were very clear from the start that we wanted to create a mainstream snacking brand, rather than limiting HIPPEAS to the challenger market,” explains Stephen McDavid, design director at JKR. “As the brand name alone unlocks such a rich visual language in the mind, we wanted to avoid the clichés of the hippie era and create something charismatic and relevant for both today and the future.”

Following initial meetings, the brand has already secured global listing deals with retailers including Starbucks, Boots, Holland & Barrett, WH Smiths and As Nature Intended.