Creative direction, lighting design, pattern design, interior design, wallpaper design, packaging design, branding, advertising, image and set styling, photostyling.

Incredible Edible (Incredible) is a chocolate retail concept for Japanese patissier and chocolatier Sadaharu Aioki, in Amsterdam. In the store, a new chocolate product line will be introduced. The chocolate contains insects as ingredients (ants, beetles and mealworms). This retail concept, a brand extension of Sadaharu’s Japanese flavours, is aiming to build a bridge of understanding and acceptance of eating insects in Europe. The retail insect experience consists of graphic prints on wallpaper, applied on floor, chocolate packaging, interior and lighting design.


Incredible edible / material mood

Incredible logo / inspired by underground ant tunnels

Incredible edible uniform

Incredible packaging design /  insect chocolate bar

Advertising visual / insect chocolate sprinkles

Advertising visual / floating chocolate bar

Packaging  / chocolate insect bars



Advertising posters / let life surprise you… The pay-off was inspired by the following words: ‘Life is like a box of chocolates, you never know what you’re gonna get’. A quote from the novel ‘Norwegian Wood’, by famous Japanese writer Haruki Murakami. In other words, never loose your curiousity and open-mindedness; ‘Let life surprise you, Incredible’…

Mood / minimal, pure, white, pattern, geometrical, organic, contrast


Integrating the Incredible brand story and perception. Apart from pattern and packaging designs, the insects are also visibly reflected in the interior; functioning as a floating display and pendant light. The Incredible pendant light is made of two symmetrical bamboo bowls, in between a plexiglass ring. Each side of the bowl is covered by a circle-shaped transparent Fresnel plexiglass plate. The Fresnel plate will produce magnified images, insects. The visual objects inside the lamp are replaceable. The light source is made of flexible LED strip lights with 3M adhesive backing, which are attached on the inside of the bowls.

Incredible counter / organic irregularity versus geometrical order

Incredible branding / biodegradable paper bag + inks


pattern design / packaging design / product design / interior design



Ants taste like citrus, mealworms like hazelnuts, beetles like walnuts. The oldest records of Japanese entomophagy, bug eating, are from the Edo period (1603-1868). Today, there is a movement led by gourmet chefs, activists, authors and food experts who are promoting insects as a delicious food of the future. Michelin-starred Noma head chef René Redzepi, who’s never shy of controversy, is in favour of using insects to create delicate but intense flavours. Insects are healthy and very protein-rich.

Incredible wall display


Incredible does not fear to go into confrontation and to trigger consumers. But it needs an open mind (‘life is like a box of chocolates’…). Incredible responds to the need of eating insects; making it more accessible. The target group are ’the early adopters’, in particular women in the age of 30-60 years.


Due to the rising world population and economic prosperity, the demand for meat will increase with 75% in 2050. Research has shown that the production of insects is much more environmentally friendly than the production of meat from cattle breeding. If you look at the nutritional value, insects are a good alternative to meat; awareness, inspiration… change!



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