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Cait Black
Brand Identity

Cait Black, the co-founder of Grumpy Snacks, shares how she created the striking, irreverent branding for this healthy, tasty snack.

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KZN North Coast native Cait Black completed a business science degree at UCT, followed by a postgraduate qualification in marketing at Red and Yellow. Inspired by a new-found love of branding, she embarked on her first job as brand strategist at a small agency called TinFish Advertising. From there Cait moved to Johnson & Johnson, where she worked in marketing and new product development. Next up was a stint working on yachts and as a freelance brand strategist, before she decided to take the entrepreneurship plunge with her partner Tim.

Following a false start or two, the couple conceptualised Grumpy Snacks and while the rest is not quite history yet, Cait and Tim are certainly working on it. One of their major motivators is experiencing first hand the difference a small business in South Africa can make in uplifting people and reducing the dire unemployment rate.


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About This Recipe


People in the Middle East have been eating chickpeas for about 10 000 years. People in South Africa are still getting used to them, which is just one of the factors that make Grumpy Snacks such a fascinating startup story.

Frustrated with the junk food snacks on offer while road tripping, and long having enjoyed roasted chickpeas at home, Cait Black and her partner Tim decided to make and market the snacks they would love to eat. From designing the grumpy dude and the perfect packaging to figuring out how to achieve and preserve the perfect crunch, trial and error was the defining experience of their journey.

What You'll Learn


While marketing is undeniably a pillar of any new business’ success, this recipe explains why an extensive brand strategy is neither necessary nor appropriate for a small startup. More important is putting your product where potential customers can experience it, and an unwavering commitment to the tone you want the brand to convey across all touchpoints.

You will also learn why Cait decided on a name that connects to an emotion rather than the snack itself, how important it is to pull the plug on a design process that doesn’t deliver the desired results, and what makes packaging so multifaceted and crucial to get right.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


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Deep Cuts 

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