The name Underbug, a play on the word “underdog”, was chosen to spotlight insects that are often overlooked yet vital to ecosystems. The identity reflects a bold, punk-inspired attitude, placing insects at the centre of attention.

GT Pressura Mono was selected to reflect the raw, DIY spirit of retro punk zines. Its rough edges and bold forms reference the urgency of protest boards and activist posters. In all caps, the typeface asserts itself, demanding attention rather than asking for it. Three character mascots, Coco the Ladybird, Chrissa the Lacewing, and Ansel the Dragonfly, sit at the centre of the packaging, giving Underbug a lively and relatable voice. Photography by Harel + Ocante placed the habitats in unexpected urban settings, creating a striking contrast between delicate insects and stark architectural environments.