Metcalfe’s make popcorn and snacks that are delicious but also ‘light’. A paradox. Playing in a crowded category the challenge was to tell this story in an engaging, light-hearted way to attract a family friendly consumer base.
In an ever health conscious world we put the product at the heart of the story, creating a duo of ‘Naughty’ and ‘Nice’ characters who present information about the healthier side of the products and the indulgent bits too. Their communication comes in the form of placards that they hold, using two typefaces that represent the health and indulgence of the products.
Playing to the strength of traditional packaging formats, Naughty and Nice are placed at either end of the packaging making their ‘duality’ become even more clear, whichever way up you look at them.
Metcalfe’s has a range of different snacks giving the characters the ability to interact with different products and formats in different ways, whether that’s sitting in piles of product or peeking through windows created by the packaging format.
CREDIT
- Agency/Creative: Derek&Eric
- Article Title: Derek&Eric Create Metcalfe’s Popcorn and Snacks Brand and Packaging Design
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Identity, Brand Redesign, Brand Rejuvenation, Brand Strategy, Branding, Graphic Design, Illustration, Packaging Design, Rebranding
- Format: Bag
- Substrate: Plastic
