Global brand design agency jones knowles ritchie (jkr) announces today the global launch of HIPPEAS, an all-new range of organic chickpea puffs. jkr has been involved from the very start of the brand’s journey, developing its visual identity and packaging, as well as shaping its personality, tone of voice and brand world.
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 vision for the brand that would turn it into a credible challenger to the global snacks market. Following initial meetings, the brand has already secured global listing deals with retail giants including Starbucks, Boots, Holland & Barrett, WH Smiths and As Nature Intended.
Andy Knowles, co-founder and chairman of jkr, says: “As well as working with established big name brands, we strive to give entrepreneurs bold, simple designs that really drive their business forward. Working with HIPPEAS has been a great partnership for us and we can’t wait to see the results.”
Bisterzo says: “HIPPEAS has everything it takes to become the next globally loved snack brand. We truly believe that there is now a great opportunity to revive this category by creating a proposition which is premium, affordable, better for consumers and better for the earth.”
The name and identity for the HIPPEAS brand is geared towards a modern ‘hippie’ generation, who seek brands which can satisfy both their taste buds and their desire to do good. In keeping with this, HIPPEAS has a clear social vision and is committed to global sustainability, having partnered with Farm Africa on their joint initiative ‘Food for Good’. For every pack sold, HIPPEAS will be giving back by supporting farmers in Eastern Africa grow themselves out of poverty and build a more prosperous life for their families.
jkr developed an ambitious brand personality for HIPPEAS, taking inspiration from the spirit of the original hippie era and updating it for a modern audience. The visual identity embraces simple yet striking design cues that will make the brand stand out on shelf, online and in consumers’ minds.
The pack design features a ‘HIPPEA face’ backed by a bold yellow, with the face’s eye subtly referencing a chickpea, helping create a smile in the mind. The face is completed with a different coloured tongue for each of the four flavour variants: Sweet & Smokin’, Pepper Power, Far Out Fajita and In Herbs We Trust.
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.
Stephen McDavid, Design Director at jkr, adds: “We were very clear from the start that we wanted to create a mainstream snacking brand, rather than limiting HIPPEAS to the challenger market. 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. For a brand to be big, it needs to be brave and confident, and our design reflects that sense of ambition and aspiration.”
Grown organically to USDA-certified standards, chickpeas are combined with whole rice, sunflower oil and natural flavourings. HIPPEAS are gluten-free, vegan, low in fat and high in protein and fibre.
Designed by jones knowles ritchie
Country: United Kingdom