A refreshed logo, an expanded colour palette and a new tone of voice have all been introduced to the packaging for Butterkist popcorn.
The wordmark is deemed to be “softer and warmer”, as it has been handrawn to represent the movement of popcorn, yet is still retained within the brand’s heart symbol.
Market research had shown that consumers had struggled to navigate the brand and identify different flavours from the current packaging, which seemed a ‘sea of red’. Therefore, the different flavours have been colour-coded for clearer differentiation and better shelf stand-out.
Food language, such as “crunchy”, “delicious” and “simply” have also been introduced for the first time on-pack.
The new look was rolled out in Asda first before hitting supermarkets nationwide.
Are you a sweet or salted fan?
"we've got the strategy, technology and ability to ensure you get not only the best possible design but also the best value for money"