Redesign of the Popcorn Package Design Happy Corn

Redesign of the Popcorn Package Design Happy Corn

Task
The popcorn market is rather conservative in Russia. However, a consumer expects relevant visual standards from the category. Understanding of this process led the company “Eurofoods” to a solution of renewing the package of their key brand.

Solution
The major driver for purchase of popcorn is an emotional desire to spend time in heart-warming atmosphere among relatives and friends, forgetting about the rash and day-do-day cares for a while. Bright and positive design of the package is a great way to attract attention of this target audience.

Star-shaped logo block with emotional slogans broadcasts the idea of happiness. This very idea underpins the brand. Diagonal placement of delicious product zone forms a structural element, allowing the package to stand out in a shelf. Contrast background colours solve a task of tastes’ differentiation well. This also helps to simplify the navigation over the assortment matrix.

CREDIT

  • Design Agency: PROFSOYUZ
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: Redesign of the Popcorn Package Design Happy Corn
  • Brand / Project Name: HAPPY CORN
  • Strategic Deliverables: Brand Strategy
  • Design Deliverables: Packaging Design, Branding
  • Location: Russia
  • Market Country: Russia
  • Market Region: Multiple Regions
  • Product Category: Snack Food
  • Consumer Packaging Format: Box
  • Consumer Substrate / Material: Pulp Carton

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