Timeline: Sep. 2024-Feb.2025
My work focus on: Brand strategy, concept, packaging design, UX/UI design, campaign, editorial design, and illustration.
My work focus on: Brand strategy, concept, packaging design, UX/UI design, campaign, editorial design, and illustration.
Neobite creates insect-based burger brand with the goal of changing consumer prejudices. We redefine what “burger” can be.Â
We speak gen Z’s language. We always ready to breakthrough the limits, we’re bold, creative, rebellious and adaptive.Â
With the lack informations in Western market about insect-based food, we choose firstly to educate by sharing surprising facts about insect’s nutritions, but in the fun way.Â
With the lack informations in Western market about insect-based food, we choose firstly to educate by sharing surprising facts about insect’s nutritions, but in the fun way.Â
Secondly, we invite burger lovers to join our blind-taste challenge and unlock rewards for spreading news about Neobite. Each of those steps could be turn the negative interaction about insect-based food into positive site.
In this way, we move step by step closer to our goal: changing gradually awareness of people about food security, and normalize insect-based meals in daily life.Â
The Neobite logo is a stylized image of a beetle in a round shape, which symbolizes transformation and harmony in nature. I also use sleek and smooth lines to bring a clean, modern look, while conveying strength, freshness, and sustainability.
Process
Icon sketch
Neo character and friend process
Neo and the cow mascots on the way for campaign - sketch phase
Posters sketch
Animated logo
Animated logo
This is Neo, who has a heart and soul for insect burgers. He brings positive energy to everyone and passionates about nature. Specially he loves insect-based food. He often dance under the lights in evening with his friends. After a long day of work, he stays cozy on his comfy pillow, which is made from his burger bun.
Packaging design
The goal is to distract consumers away from the actual image of insects. 
Instead, Neobite wants the packagings to focus on the brand's core elements: fun, bold, and friendly. 
This shift will call for curiosity and excitement about the taste of consumers to purchase.
Scientific names of different insects are used, to match with brand purpose: innovation.
Scientific names of different insects are used, to match with brand purpose: innovation.
FLYER
Valuable informations about insects through flyers, postcards, or magazines will help us to rise gradually awareness of people about our current food security and make a big movement in eating behaviors.
Postcard collection
CAMPAIGN
The #NeobiteChallenge will launch as a mystery burger tasting event, where participants won’t know whether they’re trying a regular, vegan, or insect-based burger. The challenge poses a simple question: "Do you dare to try?" To spark curiosity, teaser hints like "Cricklicious" or "Approved by cute pigs" will be shared. A QR code will direct users to the registration website, where they can sign up.
The campaign will kick off with OOH posters and a roaming food truck, while Neo mascots—wearing costumes with QR codes—will appear on trains and streets. On the day of the #NeobiteChallenge, all details about Neobite will be unveiled on the website. The mascots will hold signs with catchy slogans, and animated posters will play on digital ad screens across the city.
Now, let's scan QR code to register:Â
Finally the show is here.
People are standing in front of neobite
foodtruck at #neochallenge event.
People are standing in front of neobite
foodtruck at #neochallenge event.
animated poster
Photobooth and instagram filters
We make people proud and share their own experiences, their own moments.
We make people proud that they’ve done and contribute something good for planet earth.
That’s why we have Photo Booth for people to have a selfie, to catch the moment that they took adventurous, and share directly to their phone.
We make people proud and share their own experiences, their own moments.
We make people proud that they’ve done and contribute something good for planet earth.
That’s why we have Photo Booth for people to have a selfie, to catch the moment that they took adventurous, and share directly to their phone.
INSTAGRAM
Social media will highlight the initial challenges around the food truck with #neochallenge and share 'funducation'—fun facts about insect burgers.​​​​​​​
Social media will highlight the initial challenges around the food truck with #neochallenge and share 'funducation'—fun facts about insect burgers.​​​​​​​
T-shirts, tote bags, and keychains will be given as rewards for sharing enjoyable moments with Neobite on Instagram, reaching around 100 likes. Additionally, a social media campaign, #Neochallenge, will grab people's attention.
Website/UI design
Photo credits
