Our aim for Pams in the popcorn category was to confidently set the range apart from competition: a segment dominated by meteor-like popcorn imagery, saturated artificial colours and garish cliché movie graphics.
It’s easy to see why other brands in the category ended up looking the way they do. Much of popcorn’s appeal relies on the ‘popcorn promise’ of good times and sharing.
Our direction, however, abandoned corny movie-poster images in favour of contemporary nostalgia. The packs have a natural palette of simply patterned papers forming a backdrop for the iconic tub silhouette, containing handcrafted type. Not only is it instantly recognisable on shelf, it captures a feeling of simpler times, naturalness and authenticity you want to share.
New in market, but client response has been extremely favourable.