hardbite veggie chips

Hardbite had already established itself as BC’s hardworking rebel chip brand — independent, adventurous and distinctly West Coast. The next challenge was bigger: introducing consumers not only to a new Hardbite product, but to an unfamiliar snack category altogether — parsnip, beet and carrot chips.

While Creative Director at CREW, I developed the creative strategy and inaugural packaging line around a simple question: how do you convince people to snack on vegetables they may have spent their childhood avoiding? The answer was to lean directly into Hardbite’s irreverent personality — with attitude, humour and a little nostalgia.

EAT YOUR PARSNIPS, DROP’N MAD BEETS and 18 CARROT GOLD turned those childhood associations on their head. The product photography followed the same strategy. Rather than the pristine, beautified vegetables typical of food packaging, we showed them gritty and soil-covered, as though they had just been pulled from the earth.

Together, the naming, photography and bold packaging created a distinctive platform that felt unmistakably Hardbite while giving this entirely new product line an identity of its own. The strategy also provided a foundation that could extend naturally into future product names, campaigns, creative writing and brand storytelling.