Munchie Stash
Munchie Stash, by Gourmet Firebrands, isn’t your typical plant-based brand. Built on a sense of humour that’s equal parts bold, surprising, and effortlessly cool, it was created to tear up the rulebook in a category known for being safe and predictable. Positioned deliberately as a lower-tier brand in the Gourmet Firebrands portfolio, Munchie Stash had the freedom to be louder, looser, and more accessible. A sharp contrast to the polished premium lines sitting above it.
Munchie Stash
Bold, Unexpected, Unapologetically Fun
The Problem
The Problem
The Problem
The Problem
Munchie Stash needed a brand that could confidently stake its place in a category defined by predictable aesthetics, creating a visual language that felt energetic, culturally relevant and distinct without losing desirability or clarity in crowded environments.
The Problem
Our solution was to craft an identity rooted in contrast and expressive intent, using unconventional letterforms, high‑impact graphic treatments, and layered materials to give the brand a personality that feels both playful and magnetic, ensuring it stands out visually and emotionally across packaging, website and broader brand touch points.
The Problem
The Problem
The Problem
The Problem
Project Details
The identity harnesses bold structural type with unexpected soft touches to reflect Munchie Stash’s dual nature – laid‑back attitude with serious cultural swagger. A vibrant system utilises neon accents, holographic finishes and muted neutrals to create dynamic visual tension that feels tactile and energetic. Packaging embraces deconstructed shapes, custom icons and sticker‑style elements that inject character and storytelling into product touchpoints, while digital applications amplify playfulness with angular forms and abstract backgrounds.
A tailored website extends this identity online with expressive colour, layered graphics and clear product presentation that balances personality with usability. The result is a recognisable, unapologetically fun brand that defies category expectations and makes a memorable impact across every interaction
Year
2025
Collaborators
Creative Direction
Alanna Walsh, Ashleigh Stewart
Visual Identity and Website Design
Alanna Walsh, Ashleigh Stewart, Nina Szewczyk, Brooke Cavallaro, Elsie Gibbs
Website Development
Hello Different
Services
Visual Identity
Brand Identity, Logo & Wordmark, Iconography, Illustration
Print
Packaging Design
Website
Digital Strategy, Content Architecture, Wireframing, UX, Web Design, Web Development
