Day job: www.snacklins.com
SNAPKLINS was founded in 2015 by American chef Samy Kobrosly, who “became obsessed with the idea of a meatless pork rind after joking with a friend about his inability to partake in the classic snack given his upbringing. Muslim”. In its search for a suitable alternative, Kobrosly created a 100% vegan and vegetable crisp made with yuca, mushrooms and onions. He named these crunchy, airy treats SNACKLINS, and before long they were the talk of town. As the creations grew into a full-fledged business, the healthy ball-shaped fries needed branding that symbolized their guilt-free approach to snacking, and that’s exactly what the 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 like the bold organic and straight contrasting lines reflect how this chip is meant to be eaten – all in one worry-free sitting.” The SNAPKLINS wordmark was also influenced by the chip’s unique characteristics, particularly its “irregular shape,” says brand designer Katherine Choi. “We’ve made some changes to Zig Zag Rounded by Volcano Type, toning down some letterforms and sprucing up others.”
For Tyler Madsen, Lead Dev & CTO at Day Job, these elements were part of a larger overall plan to use the medium of web design in a way that offers “intelligent and surprising opportunities” to translate the universe of the customer’s brand. “The decision-making process can sometimes be just identifying where those opportunities are,” he explains. “For a brand like SNAPKLINS, which prides itself on rough edges and asymmetry in its product, that meant bringing as many of those lovely jagged edges and irregularities to the web as possible — a context that normally resists those things.” This resulted in delightful elements such as irregular hand-drawn lines for text underlines, image borders, and buttons. Elsewhere, other playful features include animated crunchy mouths on each product flavor page and, best of all, a mouth that eats your cursor when it’s idle. Dakota Light-Smith, Senior Designer & Partner at Day Job, says this is her favorite aspect of the site: “There’s something funny about making it harder to buy something on an e-commerce site. J like sites that are a bit mischievous.
Day Job’s top tips:
- A single design choice can elevate an entire website.
Dakota Light Smith:
- Learn Figma, especially the components.
- Work closely with your developer when creating ideas so you know what is realistic to produce