Impulsive

Industry

Snacks / FMCG

Founded

Don Nisbet

Key Markets

Retail

FMCG

Savoury Snacks

Health Foods

A pulsating shake-up for the snack aisle

Big snack brands had trained people to reach for the familiar. Impulsive was created to interrupt that habit, we created a bolder, better-for-you chip with the confidence to compete in the mainstream.

“Working collaboratively with We Are Why on a new snackfood brand was truly transformative. It helped us uncover authentic insights about our brand's energy and personality, leading to a fresh, compelling brand name and highly creative unique pack presence. Their One-Word-Why process not only clarified our creative direction but also strengthened our team’s connection and shared vision for the brand. Neil is a highly creative guru in his field and took us on a magical journey, developing the brand character which we were confident would connect. The result is something we’re so pleased with - a more vibrant, appealing brand that resonates deeply with our target audience.”

Don Nesbit
Hero Food Solutions

Start with Purpose

One-Word-Why

Born from pulses—lentils, chickpeas and other legumes—Impulsive had a better-for-you foundation and a serious crunch. But it didn’t need to be confined to the health-food aisle. We saw room in mainstream snacking for a great-tasting chip that brought protein and a little attitude to the party.

The challenge was to take on familiar favourites like Doritos without playing by their rules. Our one-word why, IMPULSIVE, gave us the spark: a name rooted in pulses and a personality made for the spontaneous reach into the snack bag.

We built a playful, edgy brand designed to stand out on shelf. Each flavour got its own hand gesture—a rock sign for Rocking BBQ, henna-inspired hands for Masala—creating a distinctive, memorable brand cue. And before the chips were ready for production, we brought them to life in 3D, helping the idea take shape ahead of launch.

Brand Strategy

Naming

Brand Identity and Personality

Typography

Packaging

Brand Collateral

Website

Photoshoot Production

3D Chip Production

Launch Video

Trade Messaging

Communications