07/2018 Corporate Identity for the insects product line »sum« in cooperation with Sepideh Zehtab and Julia Herzog

With the fictitious brand »sum« we bring insects for the first time as food into the German supermarkets. 1/3 of the world's population already eats insects daily. These strange recipes come to us and create a exotic product line. With a sympathetic corporate design and a clear communication we want to overcome the disgust against insects. Again and again one hears that insects are the food of the future. And indeed - according to estimates, global meat consumption is expected to double by 2050, which will result in serious environmental consequences. With insects as an important nutrient and protein supplier, you create a serious alternative to meat. Not only are they healthy and delicious, their attitude is also much more sustainable and more species-appropriate. The goal of our corporate identity is to highlight the beauty of insects. We do not want to reproduce insects with long antennae and legs and therefore used wing and body patterning of various types of insects. In this way, we create a unique world of shapes and colors.