Insane Grain
A bold visual identity and snack packaging concept for Insane Grain, combining expressive typography, distressed graphics, and high-contrast colors to give the brand a rebellious personality.
- Role
- Brand & packaging design
- Tools
- Photoshop, Illustrator
- Deliverables
- Pouch, Strikin' Hot flavor, graphic system, mockups
Insane Grain is a health snack brand aimed at a younger audience. The identity takes a more unconventional approach to health-food branding, using the energy of punk graphics and street culture to communicate the brand's character. The challenge was to make the packaging visually loud without sacrificing the clarity of the product name, flavor, and nutritional information.
- Brand identity and visual direction
- Logo and typographic treatment
- Packaging design
- Product information and nutritional hierarchy
- Final packaging mockups
Borrowing from collage posters
I pulled collage portraits, halftone photography and loud poster type, mostly in red, black and a hot orange. All of it is cut up, layered and a little unhinged, which is what a name like Insane Grain asks for.
Two early directions
A digital collage tested how photography, halftone and flat color could share one surface. A marker sketch then blocked out the grid underneath it. The screaming mouth and the chili survived both and ended up on the pouch.
The marker sketch split the front into an even grid. It was tidy, and tidy is the wrong thing for a snack called Insane Grain, so I broke the grid into diagonal pieces and let the mouth run off the top. I cut the palette to red, black and white, with the pepper photo as the only green. The health claims stay together in one strip at the bottom, so the front can be loud without making anyone hunt for the calories.
Out in the world
