Description:

Mosaic Snacks Co. is a better-for-you snack brand that confronts a major sustainability issue in New Zealand’s FMCG market: the widespread waste of imperfect but edible produce. Each year, Kiwi households throw away over 100,000 tonnes of edible food—wasting not only the food itself but also the land, water, and energy used to grow it, while generating unnecessary greenhouse gas emissions.

Rooted in the values of kaitiakitanga—the Māori principle of environmental guardianship—this project invites consumers to rethink how we value food and natural resources. It advocates for a more respectful and sustainable relationship with the land, creating meaningful change for future generations.

Inspired by its place of origin, Canterbury, Mosaic Snacks draws from the region’s distinctive mosaic farming technique—a method that uses crop variation to support soil health and biodiversity. This principle of interconnected diversity informs the brand’s entire identity, both visually and conceptually.

Mosaic Snacks challenges conventional ideas around food aesthetics through a fun, accessible design system built to shift consumer perception. The brand features a cohesive promotional kit, including a custom trapezoid-shaped outer box, a brand booklet, chip packet variants, and a poster series—all celebrating the beauty of imperfection.

At the heart of the brand is its mascot approach, featuring a vibrant cast of playful veggie characters. These mascots bring warmth and personality to the brand, especially for its family-oriented audience, and help communicate a powerful message: that imperfect produce is not just acceptable—it’s something to be celebrated.

Instead of relying on typical flavour-based colour coding, Mosaic’s colour palette is drawn from the natural tones of vegetables themselves. This choice reflects the brand’s core intention: to honour real ingredients, shift focus away from trend-driven packaging, and build a meaningful connection with consumers.

Mosaic Snacks Co. isn’t just here to sell snacks—it’s here to tell a story, spark change, and show that even the most imperfect ingredients have a valuable place on our plates.