Day Job: www.snacklins.com
SNACKLINS was founded in 2015 by American chef Samy Kobrosly, who had “become obsessed with the idea of a meat-free pork rind after joking with a friend about his inability to partake in the classic snack given his Muslim upbringing.” In his search for a suitable alternative, Kobrosly created a 100% vegan and plant-based crisp consisting of yuca, mushrooms, and onions. He named these crunchy, airy delights SNACKLINS and, before long, they were the talk of the town. As the creations grew to become a full-blown company, the healthy, scoop-shaped chips needed branding that symbolised their guilt-free approach to snacking, and that’s exactly what design studio Day Job had in mind when they created the brand’s website. “The site is fun, clean, and easy to navigate,” says Brand Designer Alison Hochi. “And design elements such as the contrasting organic and straight bold lines reflect how this chip is meant to be eaten – all in one sitting and care-free.” The SNACKLINS wordmark was also influenced by the chip’s unique characteristics, specifically its “irregular shape”, says Brand Designer Katherine Choi. “We made some modifications to Zig Zag Rounded by Volcano Type, toning down certain letterforms and embellishing others.”
For Tyler Madsen, Lead Dev & CTO at Day Job, these elements were part of a wider overarching plan to utilise the medium of web design in a way that provides “clever and surprising opportunities” for translating the client’s brand world. “The decision-making process can sometimes just be a matter of identifying where these opportunities are,” he explains. “For a brand like SNACKLINS, which takes pride in its product’s rough edges and asymmetry, that meant bringing as much of that charming unevenness and irregularity as we could to the web – a context that normally resists those things.” This resulted in delightful elements such as jagged, hand-drawn lines for text underlines, image borders and buttons. Elsewhere, other playful features include animated crunching mouths on each product flavour page and, best of all, a mouth that comes to eat your cursor when it’s inactive. Dakota Light-Smith, Senior Designer & Partner at Day Job says this is her favourite aspect of the site: “There’s something funny about making it harder to buy something on an ecommerce site. I like sites that are a little mischievous.”
Day Job’s top tips:
- A single design choice can elevate an entire website.
- Learn Figma, specifically components.
- Work closely with your developer when ideating so you know what’s realistic to produce