LOVEBUGG is a bold new food brand championing an unexpected meat alternative: the humble cricket. With insects widely recognised as a nutrient-rich, sustainable protein source, LOVEBUGG sets out to reframe how we think about food – turning something unfamiliar into something desirable, accessible, and future-focused.
By 2050, the global population is expected to reach 10 billion, placing immense pressure on food systems. Feeding everyone will require significantly more production – including a sharp rise in protein demand – yet current agricultural methods are already stretching environmental limits.
While insects present a highly sustainable solution, there remains a strong cultural barrier in Western markets. The opportunity was to challenge perceptions head-on: creating a brand that doesn’t disguise its core ingredient, but instead embraces it with confidence – shifting the narrative from hesitation to curiosity and acceptance.
We created a distinctive brand world that positions LOVEBUGG as unapologetically bold and forward-thinking. Rather than hiding the product, the identity leans into it – celebrating crickets as a natural superfood: high in protein, rich in nutrients, low in fat, and far more sustainable than traditional meat.
A vibrant green serves as the lead brand colour, signalling freshness, sustainability, and confidence. It’s a deliberate choice – one that refuses to shy away from the reality of eating insects, instead presenting it as something positive and progressive.
Through this approach, LOVEBUGG reframes the conversation around alternative protein – turning a perceived challenge into a compelling, future-ready food movement.
By 2050, there could be a whopping 10 billion of us on the planet. Meaning we’ll need to double the amount of food we’re growing now, plus 70% more protein to keep everyone fed. But since our current food production methods are already pushing the planet to its limits, we’ve got to get creative and find fresh ways to keep our bellies full. Enter, LOVEBUGG.
We created a brand world for LOVEBUGG to champion their meat alternative food – the humble cricket. Cricket’s are nature’s superfood – packed with protein, rich in vitamins, low in fat, and kinder to the Earth.
A vibrant green lead brand colour feels confident, not to shy away from the fact we’re promoting people to eat bugs.
