Producer of sugar confectionary and popcorn, Tangerine has worked with creative agency BrandOpus on the redesign of Butterkist popcorn.
The new design has aimed to reflect Butterkist’s heritage in the world of cinema and film. Inspired by the visual language of the classic film production logo, the new Butterkist identity has tried to evoke the sense of a ‘popcorn production company’.
The cinematic theme is reflected through the introduction of the ‘epic’ popcorn Atlas symbol, a chiselled-style Butterkist logo type, the spotlight style radiating background and the ‘velvet red’ brand colour, which has been used consistently across the product range. Varying typography styles have also been employed in order to inject ‘film-like’ personality into the product variants, allowing for differentiation between flavours and a platform for a wider range of NPD.
Graham Hunter, CEO at Tangerine Confectionery has commented: "We are really pleased with the Butterkist design, it successfully answers our brief to create an identity which reflects the striking new clear positioning of the brand and its strong association with the movie experience. Everyone at Tangerine is very excited about this re-launch."