Cait Black
Brand Identity
Cait Black, the co-founder of Grumpy Snacks, shares how she created the striking, irreverent branding for this healthy, tasty snack.
Tuck InKZN North Coast native Cait Black completed a business science degree at UCT, followed by a postgraduate qualification in marketing at Red and Yellow. Inspired by a new-found love of branding, she embarked on her first job as brand strategist at a small agency called TinFish Advertising. From there Cait moved to Johnson & Johnson, where she worked in marketing and new product development. Next up was a stint working on yachts and as a freelance brand strategist, before she decided to take the entrepreneurship plunge with her partner Tim.
Following a false start or two, the couple conceptualised Grumpy Snacks and while the rest is not quite history yet, Cait and Tim are certainly working on it. One of their major motivators is experiencing first hand the difference a small business in South Africa can make in uplifting people and reducing the dire unemployment rate.
10 Tasty Bites
Below is a preview of what you can expect to learn in this recipe.
1 - What Makes You Grumpy?
2 - Where Does The Name âGrumpy Snacksâ Come From?
3 - What Makes The Founding Team Of Grumpy Snacks So Special?
4 - What Is The Gap In The Health Food Market That Youâre Focusing On?
5 - Why Is Having An Extensive Brand Strategy Not Crucial For A Startup?
6 - How Did You Design The Grumpy Snacks Brand Identity?
7 - What Did You Consider When Creating The Grumpy Snacks Packaging?
8 - What Made You Decide To Drop Working With A Designer?
9 - What Challenges Did You Face When Creating The Product Packaging?
10 - How Did You Come Up With The Formula For Your Chickpea Product?
About This Recipe
People in the Middle East have been eating chickpeas for about 10 000 years. People in South Africa are still getting used to them, which is just one of the factors that make Grumpy Snacks such a fascinating startup story.
Frustrated with the junk food snacks on offer while road tripping, and long having enjoyed roasted chickpeas at home, Cait Black and her partner Tim decided to make and market the snacks they would love to eat. From designing the grumpy dude and the perfect packaging to figuring out how to achieve and preserve the perfect crunch, trial and error was the defining experience of their journey.
What You'll Learn
While marketing is undeniably a pillar of any new business’ success, this recipe explains why an extensive brand strategy is neither necessary nor appropriate for a small startup. More important is putting your product where potential customers can experience it, and an unwavering commitment to the tone you want the brand to convey across all touchpoints.
You will also learn why Cait decided on a name that connects to an emotion rather than the snack itself, how important it is to pull the plug on a design process that doesn’t deliver the desired results, and what makes packaging so multifaceted and crucial to get right.
Learn
Learn from someone who speaks from a position of real authority, perspective and experience.
Do
Implement practical tips and techniques learned in the trenches - doing, rather than talking.
Share
Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.
Get Learning
This entrepreneurial micro-course will take you only a few minutes per day (or you can binge if you want to). Feel free to skip around and please let us know what you think.
Tuck InDeep Cuts
Love this recipe? Here are some additional videos to delve even further into the topic.
Got A Minute (Or Two)?
Why Are Heavy Chef Recipes So Highly Regarded?
One Tasty Recipe.
Ten Tiny Bites.
Each Heavy Chef recipe is made up of ten focused 'learning bites' of five minutes or less.
For Entrepreneurs.
By Entrepreneurs.
Continually focusing on the needs of our ever-growing community of entrepreneurs.
Access Anytime. Anywhere. Anyhow.
As long as you have an internet-enabled device, you can digest a tasty learning bite.
Want Even More?
Heavy Chef has thousands of learning bites, just like these. Search from technology, leadership and creativity topics, served up by the heaviest chefs in the world.
Search Recipes