Before & After: Butterkist Popcorn

New packaging for UK's leading independent producer of sugar confectionery and popcorn.

"The redesign reflects Butterkist’s heritage and long-standing association with the world of film and cinema. First created in America, 1914, Butterkist first shipped it’s machines across the Atlantic and into UK cinemas in 1938. Butterkist remains just as popular today, firmly established as the nation’s favourite popcorn.

Inspired by the visual language of the classic film production logo, the new Butterkist identity is designed to reflect the idea of a ‘popcorn production company’. The theme is reflected through the introduction of the ‘epic’ popcorn Atlas symbol, a chiseled-style Butterkist logotype, the spotlight style radiating background, and the ‘velvet red’ brand colour, which is used consistently across the product range. The cinematic theme continues with the use of different typographic styles to inject ‘film-like’ personality into the individual product variants which allows for differentiation between flavours and creates a platform for a wider range of NPD.

Avril Tooley, Client Services Director, BrandOpus explains, 'We are thrilled to be in partnership with Butterkist and to have led this very exciting rebrand. We were challenged to create a distinctive and ownable look and feel for the brand, and we have succeeded in setting it apart from the competition, by building on Butterkist’s iconic heritage.'"

Designed by BrandOpus

before image via womanmagazine.co.uk