DaangoPop is an Eastern African inspired popcorn trail mix. An indulgent guilt-free popcorn snack with healthy date and almond combos and a naughty drizzle of maple syrup.

The word ‘Daango’ itself is Somalian for popcorn, which is where the founders historic and cultural roots extend from. Warsame is the founder and their company already has an Eastern African inspired tea company. With DaangoPop being their first venture into snacking, they enlisted Studio Unbound to create something bold and creative.

The USA snacking industry is very competitive – especially when it comes to popcorn; and typically in American supermarkets, the other popcorn brands come in a share bag size. DaangoPop wanted to be the first to market that was in a grab and go sized bag to enjoy whilst on the move.

Inspired by the hand painted African advertisements featured on street walls and billboards, bright colours and bold typography became the key feature of the pack. Ignoring the usual rules of graphic design the typography breaks and fills the pack – striking and impactful. The illustrated ingredients are scattered throughout the typography with the almonds and dates picked out in a foil like the zigzag frame that houses the graphics. The foil is created by using the silver substrate of the packaging and printing a direct colour on top instead of underpinning it with white.

The colourways chosen are an intentional clash of colour, using a dusty pink with a fiery red and vivid blue finishes. The contemporary style design demands to be noticed. Warsame wanted Daango to feel trendy and cool, appealing to the on-the-go younger audience. They wanted a bag that was instagrammable.

Most competitors in the USA use product photography as a key graphic for their packaging, so this bold new look makes Daango Pop stand out. Subversive and unapologetic; a design approach Studio Unbound always strives to achieve, has this packaging POPing off the shelves.

Studio Unbound is a small-but-mighty branding studio that works with aspiring founders of FMCG brands. They always try to deliver work that’s a little different, breaks the mould, and demands to be noticed.