sum is rethinking the future of food.
As meat consumption keeps rising, its impact on the environment grows with it. Insects offer a smart alternative – sustainable, nutritious, and full of flavor.
sum wants to make insect-based foods attractive – with a fresh, approachable design and clear messaging.

“sum” is the German word for the buzzing sound insects make while flying, inspired by a well-known german children’s song. This playful idea shapes both the name and the design. The connected letters of the logo trace an insect’s flight path, while soft curves and rounded forms create a friendly, approachable feel.

We created a visual world inspired by the beauty of insects, drawing from the rich variety of patterns found in nature and transforming them into a vibrant, unique and bold graphic design.

We invited people to try insect-based food and captured their reactions. At first, many were hesitant—but once they gave it a try, they were surprised how much they liked it. So why not make it part of our everyday meals?