A redesign that has sent the product flying off the shelves. Designed by Pivot, a new way to experience popcorn is here in four different flavors. Popcorn infused with cheese, berries and nuts are placed in colorful pouches adorned with fun illustrations that add an interactive quality to the packaging. Special care was put into how consumers interact with the brand. Photographs of the popcorn bites are enlarged and dissected to show every bit of awesomeness contained in each morsel.
“What happens when you have a great product, but the packaging is confusing and the name more so? Sales suffer. That’s exactly what was happening when our client reached out to us for a timely refresh. The Brittle Me This brand was causing a bit of confusion on shelf because the product—a pressed, sticky caramel and popcorn-based treat—wasn’t exactly brittle. What’s more, the packaging didn’t make it clear that the product was a guilt-free, healthy and delicious snack. So, we went back to the drawing board, reimagining what the product could be, and refocused the offering.”
“Renaming it Popcorn Thins drew an immediate connotation with consumers, and the whimsical packaging redesign underscored the fun element of snacking. We also provided merchandising solutions in club and retail stores and even illustrated characters used on bag.”
Creative Team: Romina Kuppe, Liz Schwartz, Ross Freedman, Heather Bult
