Propercorn: advert-top-1

Propercorn has distanced itself from monochrome illustrations in order to embrace its colourful, playful roots in what it’s calling its biggest ‘brand evolution’ to date.

The popcorn brand, which has gone through three redesign phases since it was founded in 2011, has also unveiled a reworked sans serif logo and typeface. The former now features an italic script, while the latter has been designed to make its flavour names clearer.

These seven flavours have been injected with distinct personalities stemming from the work of seven artists. Led by art director Becky Akers, the in-house creative team created a ‘mood’ for each sweet or savoury product before sourcing designers that would fit the brief for each.

The selected seven (Elena Boils, Billy Clarke, Kelly Anna, Nathan Joyce, Tom Abbiss Smith, Kim Sielbeck and Pietari Posti) were tasked with creating a ‘flavour world’ for each variety – rather than working solely on pack design – in order to translate across digital and above the line channels.