We love featuring new designers on Lost At E Minor and we’ve found an incredibly talented Aussie designer who’s behind some of the country’s most iconic products: Jane Abma.
Abma impressed us with her minimalist design for Miranda Kerr’s KORA ORGANICS skincare range back in 2009, but it takes great skill and talent to design the packaging for roasted crickets.
Yes, roasted crickets! Optimoz is selling these chili and garlic roaster crickets on their website (grab ’em here) and Jane Abma had the task of designing the packaging. We had a few questions to ask her (ok, we had MANY) about eating crickets as a snack, as well as the cool packaging design she create for Primal Collective.
Crickets … crickets! Why crickets: what do they offer and are we all ready for them? And how do you typically eat them yourself?
‘We believe these little guys could be the protein of the future. Even today, over 2 billion people enjoy insects as part of their diet, so it’s not as crazy as it sounds. Crickets are far more sustainable than other protein sources such as beef or salmon. For example, to make 1kg of crickets you need about 1L of water, versus 22,000L for the equivalent of beef. Crickets require 6x less feed and produce 80% less greenhouse gasses than cows, adding to the list of benefits for the future of our environment.
‘I usually eat roasted crickets straight out of the tub (the chili and garlic flavour goes down particularly well with an ice-cold beer). As a complete protein source, they offer the full-spectrum of essential amino acids and are also rich in Iron, Calcium and Vitamins A and B12, so I often take them on hiking adventures as a snack to keep energy levels up. Their naturally nutty flavour also does great things as a seasoning to stir fries, satay dishes, salads and curries’.
How did you approach the design challenge for this packaging: where did the colour combinations come from and the shapes and patterns you’ve used?
‘The creative direction for Primal Collective sprouted from the Paleolithic Era and various languages used by ancient civilizations. The simple, linear style of the illustrations is inspired by the raw outlines of animals in cave painting examples I found, but rather than keeping it rough I modernised the aesthetic. I also took elements from ancient numeric systems to create a unique set of brand symbols, which are used on everything we do. I work with off-white or charcoal stone textures in most of our branding accompanied by a hot, red-orange, taken from pigments found in the paintings’.
What designers or other creative influences do you look to for idea starters when it comes to approaching a new packaging design?
‘These days it’s generally The Dieline or Lovely Package – no designers in particular. In fact, most of the time I don’t even go to packaging-specific resources because I find the best ideas often come from something unrelated – like a typographic poster or fashion shoots’.
And what’s next on the product list?
‘We have just released a Vegan Omega 3 supplement made from Marine Algae oil. Marine Algae is where fish and krill get their Omega 3 from, which means we’ve gone straight to the source and ended up with a higher-strength and much more sustainable alternative for your daily DHA/EPA. Up next we are looking into cricket and hemp protein products like powders and bars, which will be exciting!’