Brand Tone

Adventurous, Witty, Educational, and Passionate

Brand Values

• •Sustainability
• •Innovation
• •Health & Nutrition
• •Quality
• •Transparency & Education
• •Challenging the Status Quo / Breaking Taboos

Best Practices

• •Embrace the "Weird Wonderful": Don't shy away from the novelty of insect protein. Address it openly, with wit and confidence, turning potential apprehension into curiosity and excitement.
• •Educate with Enthusiasm: Back up the fun with facts. Clearly explain the "why" – the sustainability and nutritional benefits – but do it in an engaging, passionate, and easy-to-understand way, not overly scientific.
• •Be Bold and Playful with Language: Use vibrant, energetic language. Puns, clever wordplay, and a slightly irreverent tone can work well, reflecting the adventurous spirit of the brand.
• •Focus on Taste and Experience: While sustainability is key, always bring it back to the deliciousness and satisfying crunch of the snacks. Highlight flavour profiles and enjoyment to make the products appealing on a sensory level.
• •Build a Community of "Food Rebels": Use inclusive language that invites people to join a movement. Position customers as forward-thinkers and changemakers who are part of something bigger.

Social Perception

Customers who try the products are often "pleasantly surprised" by the taste and normality of the snacks, considering them comparable to traditional crackers or snacks. They are typically environmentally conscious, curious, open-minded, educated, and interested in an active, healthy lifestyle. There's an appreciation for the high protein content and sustainability aspect. Some initial hesitation or "weirdness" factor is acknowledged, but often overcome by the product experience.

Copy Examples

• •Headline: Dare to be Delicious? Our Cricket Snacks are Changing the World, One Crunch at a Time. Body: Tired of boring snacks? So were we. That's why we created Small Giants – outrageously tasty, planet-positive protein snacks made with cricket flour. Packed with goodness, kind to the Earth. Join the food revolution! #EatSmallGiants #FutureFood #SustainableSnacking
• •Social Media Post (Image: Someone happily eating a cracker): Caption: Yep, they're made with crickets. And yep, they're ridiculously good. 😉 High protein, big flavour, tiny footprint. Who knew saving the planet could taste this awesome? Link in bio to snag yours! #CricketProtein #SnackAttack #WeirdWonderful
• •Product Description Snippet: Our Rosemary & Thyme Bites aren't just crackers; they're a crunchy declaration that sustainable can be seriously satisfying. Made with 15% cricket flour for a protein punch and a herby kick that’ll make your tastebuds sing. Good for you, great for the planet. What's not to love?
• •Email Subject Line: Think Insects are Weird? Wait Till You Taste How Good They Are! Body: Hey [Name], We get it. The idea of eating insects might raise an eyebrow (or two!). But at Small Giants, we're all about making the weird wonderful. Our award-winning snacks are crafted with sustainable cricket flour and natural ingredients for a taste that will blow your mind, not your eco-conscience. Ready to be surprised?
• •Ad Copy for Sustainability Focus: Headline: Small Snack, Giant Impact. Body: Choosing Small Giants means choosing a healthier you AND a healthier planet. Our cricket-powered snacks use way less water, land, and resources than traditional protein. Taste the future – it’s surprisingly delicious and incredibly sustainable.