Facundo, a brand with over 75 years of history in the Spanish snack world, set out to launch a new range of extruded snacks aimed at connecting with a new generation. That’s how Funatics was born, a brand that turns snacks into play, play into storytelling, and storytelling into connection. An experience to eat, collect… and share.
How do you turn classics like puffed stars, popcorn or corn sticks into something culturally relevant for Gen Z?
A generation that craves more than just flavour, they crave attitude. A digital-native audience fluent in TikToks, stickers, absurdist humour and identity-driven content.
The challenge was clear: create a brand that speaks their language, without pretending to be something it’s not.
We didn’t start with flavour. We started with emotion: the energy of sharing, the logic of play, the culture of going viral.
We built an expansive brand universe with memorable characters, a distinctive visual identity and a tone that blends comic books, internet culture and pop references.
A brand designed to live both inside and beyond the pack: in stories, on apparel, in challenges. As part of a community.
Enter Funatics: fanatics of fun, play and shared moments. A bold, catchy, gender-neutral name full of energy.
Paired with a chunky, rounded and playful lettering that conveys elasticity, volume and joy from the very first glance.
Each product becomes a character. Meet: Estrella, Paloma and Gus.
Together they form the Funatics Crew, a scalable, coherent narrative system that lets the brand grow and evolve without losing its identity.
We designed the packaging as if it were a comic book scene — full of action, starring a bold character, with a story behind every line.
We teamed up with Brosmind, who visually brought the characters to life, and together we crafted the narrative universe of Funatics, filled with humour, expression and an unmistakable style that runs through the entire brand experience.
The system is modular and flexible: the name, flavour and snack type come together seamlessly, letting the narrative lead.
It’s more than a pack. It’s a story you can open, play with and dive into.
To take the brand beyond shelves, we launched a limited-edition drop of hoodies, stickers and socks.
A nod to fandom, comunity and belonging.
The Funatics universe comes to life online through an interactive landing, where each character introduces themselves, unlocks content, launches challenges and invites users to play.
An experience designed to scroll, join in and share. Where users stop being spectators and become part of the crew.
