ABOUT THE PROJECT
Get ready to grub it up with GrubClub, a meal delivery kit that aims to change the way we think about insect-based proteins. As a passion project, the idea was born from a desire to explore sustainable food sources and entomology. The goal of GrubClub is to show that insect protein can be both delicious and nutritious, while also challenging the stigma of entomophagy.
To make insect protein more appealing, GrubClub focuses on flavour over the source of the protein. The packaging design is eye-catching, with juicy colours that evoke a sense of fun and playfulness. In addition, GrubClub avoids unappetizing photography of insects, opting for geometry and minimalism.
The brand identity features circular geometry and the popular idiom “full circle”, which serves as a brand motif that symbolizes the connection between all of nature on earth. The circle also acts as a dinner plate and simplified anatomical elements of insects like the head, abdomen and thorax. This foundation allows for the creation of a unique geometric illustration system that expands to more complex illustrations on the packaging and printed marketing materials.
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