The UK’s number one, premium popcorn brand is set to reveal new packaging across its award-winning collection this April. Retaining its distinctive colour palette but introducing bold new illustrations, PROPERCORN’s refresh was focused on further increasing shelf standout and adding personality to each of its seven flavour profiles.
PROPERCORN’s refreshed packaging features hand-drawn illustrations created by seven artists from around the world. The brand’s in-house creative team commissioned local and international talent to create unique flavour worlds to live both off the pack and across their single, sharing and multipack formats.
As well as moving away from black and white illustrations, PROPERCORN has revealed a refreshed logo and clearer typeface for the flavour names. The popcorn pattern and colour palette have been retained as brand signifiers, with kernel size increased and pantones brightened to create a more eye-catching look and feel at shelf edge.
“The latest evolution perfectly captures PROPERCORN’s passion for popcorn, taste and creativity,” explains Cassandra Stavrou, Co-Founder of PROPERCORN. “Our unique flavours have always set us apart in the category and these incredibly talented artists have helped us boldly hero each recipe on pack.
“We certainly wanted to give PROPERCORN more standout in store but, for the people who buy and eat our popcorn, our re-design needed to offer more than that. Every illustration now has a story to explore – the artist, their inspiration and each of their colourful flavour worlds. We’re very proud to give a permanent platform to all this brilliant creative talent.”
The new packaging will be rolled out across the UK and Europe this spring, with the refreshed creative reflected across PROPERCORN’s point of sale, “luggage-style” shelf ready packaging and free-standing and counter top display units. The landscapes will also be brought to life through digital and above the line activity, celebrating taste, flavour and the personality behind each pack.
The new packs were designed by seven artists: Elena Boils, Billy Clarke, Kelly Anna, Nathan Joyce, Tom Abbiss Smith, Kim Sielbeck and Pietari Posti.