Sydney 03.20
24°
Sydney, AU
Capsule WD
Sydney, AU
Munchie Stash, by Gourmet Firebrands, isn’t your typical plant-based brand. Built on a sense of humour that’s equal parts bold, surprising, and effortlessly cool, it was created to tear up the rulebook in a category known for being safe and predictable. Positioned deliberately as a lower-tier brand in the Gourmet Firebrands portfolio, Munchie Stash had the freedom to be louder, looser, and more accessible. A sharp contrast to the polished premium lines sitting above it.
Scope
- Brand Identity
- Print + Digital Design
- Website
The Challenge
Most brands in this category look and feel predictable. Our challenge was to flip the script to create a brand that brings fun, grit, and cultural relevance while still being desirable enough to demand attention. On top of that, we needed to navigate the strict regulations that govern this space, ensuring the brand stayed compliant without losing its rebellious spirit.
The Solution
We doubled down on disruption, building an identity that thrives on contrast and surprise. At its core is a custom logotype with unconventional letterforms that are equal parts structured and soft, a visual metaphor for the brand’s duality: laid-back but with serious attitude. The design system thrives on unexpected moments like neon bursts colliding with muted neutrals, holographic finishes layered over stripped-back layouts, and a type system anchored by Acid Grotesk, reinforced with Sinvol Mono and QB One. The result is a high-voltage aesthetic that refuses to blend in.
Packaging and socials push the identity further with deconstructed shapes, custom icons, and slapped-on stickers that add character. Neon labels, holographic pouches, and boxes make the system tactile and playful, while digital applications crank the same vibrant chaos into every channel.
The Result
An identity that’s instantly recognisable, unapologetically fun, and impossible to ignore. Munchie Stash didn’t just join the conversation, it hijacked it.
