Package Design - December 2013 - 11

Sweet Shop
Splendor

Popcorn packaging redesign evokes
heritage and sophistication.

olden Popcorn, a family-owned manufacturer of cinema-style popcorn in Northern Ireland, has refreshed
its popcorn package designs.
The new look was created by Paperjam Design Ltd., (www.
paperjamdesign.com) and aims create a connotation of heritage, tradition and establishment, reminiscent of a bygone era.
A subtle nod to the traditional and iconic red-and-white
striped old-fashioned sweet shop style was channeled in the
packaging redesign of the sweet and salted varieties to set
alongside the established salty and sweet offering. Paul
Malone, director at Paperjam, comments on the redesign project, "Having an existing product can make life a little easier.
Using existing packaging you can assess pros and cons-seeing
what works and what doesn't work on the existing packaging
can really help in the development of a new design."

The popcorn purveyor wanted the branding on the packaging to
remain recognizable to its
existing consumer base;
therefore the "comic
explosion symbol" continues to be a mainstay
in the redesigned packaging. Borrowing
from the previous packaging, Golden Popcorn fancied
the differentiation between the red and blue coloring to help
consumers clearly distinguish flavoring on shelf. Muted tones
of red and blue were implemented to contribute to the heritage
feel of the design.
Callouts, including "Gluten Free" and "Suitable for Vegetarians" appear on pack, housed in popcorn-shaped graphics to
blend nicely with the package design. A challenge conquered
by the design team at Paperjam included a logo dilemma; the
logo supplied by the company was of low resolution and
couldn't be used on the final packaging. Paperjam overcame
this challenge by redrawing the logo, using the same typeface
as the rest of the packaging and toning down the vibrancy of
the coloring to blend better with the new design.

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Package Design - December 2013

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