With a bold design, Hippeas, an organic snacking brand, had a seriously successful launch, with listings in 16,000 UK and US stores. A new snack, Hippeas needed to be bold and brave in order to become a big brand and gain penetration into the highly competitive and saturated market. The design was aimed at a modern generation of ‘hippies’, and strikes a balance between social consciousness and irreverent humour, whilst avoiding clichés. With half a smiling face subtly featuring a chickpea for the eye and a different colour on the tongue for each flavour, the design instils positive perception and instant recognition at shelf. Securing unprecedented levels of distribution for a start-up, today, the likes of Waitrose, Ocado and Holland & Barrett, as well as Starbucks and premium Boots stores all stock Hippeas. The brand also partners with Farm Africa on a joint initiative, ‘Food for Good’, where Hippeas supports farmers in Ethiopia to grow themselves out of poverty.