Rethinking protein, one bug at a time.
Overview
Ento—short for entomophagy, the practice of eating insects—set out to challenge Western food norms by positioning insects not as pests, but as planet-friendly, protein-rich snacks. Collective partnered with Ento to craft a bold, playful visual identity and packaging system that transforms skepticism into curiosity.
From naming to narrative, the brand was built to feel flavorful, adventurous, and surprisingly inviting—making insect consumption not only accessible, but exciting. Every design element, from vibrant typography to cheeky tone of voice, is geared toward sparking new conversations around sustainable eating.
PROJECT GOAL
Aiming to introduce insects as a sustainable and tasty alternative to traditional protein sources, Ento aspired to offer a flavorful experience that draws audiences into the extraordinary world of insects while highlighting the environmental advantages of consuming insects.
CHALLENGES
For this project, the challenge was to conceive a product and packaging concept that promotes and introduces a more environmentally-aware lifestyle to the American public. The culmination of this effort is Ento – an insect snack brand that presents insects as a viable and appetizing alternative protein source.
LOGO
The logo mark is designed to evoke quirkiness and boldness, thus utilizing a strong bold sans-serif with some fun tweaks.
GRAPHIC SYSTEM
The logo mark is designed to evoke quirkiness and boldness, thus utilizing a strong bold sans-serif with some fun tweaks.
The colors are chosen deliberately to suggest fun and personality, inviting the audience to try something new
The typography system use the Epilogue family for its legibility and fun grotesk letter-form that add some personality.
VISUAL MOTIF
At CDA, we recognized that featuring edible insects prominently might challenge conventional appetites. Therefore, we shifted our creative direction towards a more engaging and approachable graphic system. By reimagining the edible insect experience, we aimed to reshape consumer perceptions and highlight the innovative spirit of Ento's brand.
DESIGNING THE PACKAGING EXPERIENCE
At Collective Design Agency, we believe that the initial interaction with a product can significantly shape consumer perceptions and experiences. For Ento, we meticulously crafted a packaging experience that not only respects spatial constraints but also surprises and delights upon unveiling.
Here's how we transformed this initial consumer touchpoint into an integral part of the sensory adventure that awaits with every Ento snack.
A PACKAGING TASTE ADVENTURE
Our design for Ento's packaging is an adventure in taste, meticulously engineered to enhance the sensory experience of consuming these unique snacks.
OTHER APPLICATION
The system can also extend to beyond the product and onto marketing materials. Notice the focus of the copy on the environmental impact and especially the flavorful experience of these insect snack.
Visual Identity & Packaging
Cōllective Design Agency
Creative Producer
An Bui
Project Curator
Duy Nguyen
