Background
Developing a new snacking brand in Malawi
Sunseed is one of the prominent agro processors in Malawi, manufacturing maize products under several brand names. Their latest venture is expanding into the snacking category.
Objectives
The client approached us to develop an extruded maize snacking brand that would be produced and packaged in Malawi. The brand was specifically aimed at younger consumers. The extruded maize snacks would all fall under one brand name but as the extrusions come in different shapes, it was important that each type be differentiated, as well as the flavours.
Approach
The first step in delivering on this brief was to work on Name Generation. Our copywriters set to work on creating a brand name that delivered an onomatopoeic experience, and the client selected “Magic Munch” as their favourite. We translated the idea of munching literally into the brand mark through missing munch marks in the word “Munch”.
In order to differentiate the different types of extruded snacks, we created a different emoji-styled munching character for each type, that would differentiate the various product types, supported by the packaging architecture.