Danish beverage brand Syngja is the world’s only producer of cricket-enriched shots and juices. Their beverages are complex, peculiar, inspired and idealistic. And with a natural content of vitamin B12 and a slight taste of umami. Not exactly your normal thirst quencher.

Founded in 2016, Syngja is on a mission to introduce the Nordic consumers to the nutritional benefits of insects. In 2018, Syngja launched their first product and started to define an entire new sub-category within juices. Not by trying to be different, but by actually being so in their very nature. From positioning and naming to identity and packaging design, we looked to match their ambitions through a retake on the entire brand experience.

Recognising Syngja as much more than your ordinary beverage brand, we took the opportunity to challenge the norm of the design too. The concept is inspired by the symmetrical anatomy of insects. But, unlike other insect-inspired products that often seek to test consumers’ courage, Syngja isn’t daring. It’s idealistic and looks to make insects accessible to all - not just the daredevils.

With no common category language, we created a visual universe that conveys the complexity, vitality and idealism of Syngja. With the right balance between juice, functionality and insects, our aim was to attract curious consumers while staying accessible for the doubtful. The stylised cricket graphics combined with bright and joyful colours make out a playful design that prepares your taste buds and mind for a 99% normal experience.

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