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.
“We’ve come a long way since I sketched our first packs on the back of an envelope eight years ago but have been unwavering in our belief that to thrive, businesses need to put creativity at the heart,” said co-founder Cassandra Stavrou.
“For Propercorn there’s no better place to showcase and celebrate creativity than on our packs. I’m hugely excited that we’re able to give a platform to all this incredible, upcoming talent and can’t wait to see their names taking pride of place on pack.”
Akers added: “Textural peanut hills, vanilla pod boats and sun-drenched chilli trees - every pack has a bespoke approach, deserving the same craft and attention that we pour into making the recipes in the first place.”
The revamped packaging will be rolled out across the UK and Europe this spring.