Insects are the sustainable superfood of the future. But while bugs are frequently enjoyed in other cultures, four out of five Brits find them too disgusting to eat. Can high-end packaging help frame edible insects differently by highlighting their complexity and elegance? This brand celebrates seeing beauty in ugliness, a concept summarised by the French term JOLIE LAIDE (beautiful-ugly).

This brand and packaging design is inspired by the beautiful patterns of insect markings, hand-foiled onto wing-like boxes.